# Affirmative consent

*Reputation*. The informed, explicit acceptance that a recipient granted you to receive your email. Each recipient must give each sender affirmative consent in an explicit, informed, and unambiguous manner.

## Affirmative consent requirements

You must offer every recipient:

1. The choice to provide or withhold consent.
2. Your identity as the sender, how you will use their email address, and the subject matter of the emails they will receive.
3. Instruction as how to withdraw, at any time, any previously provided affirmative consent.

## Renewal of consent

If you send that recipient an email after an extended period of non-engagement, you must [obtain affirmative consent from a recipient again][reconfirmation].

## Consent non-transferrable

Any affirmative consent that you obtain from a recipient is strictly for the subject matter for which that recipient provided that affirmative consent. You can't transfer any affirmative consent that you obtain to any other party.

## Retention of proof of consent

You must retain proof of all affirmative consents obtained from recipients until the recipient withdraws it.

## Transactional email

[Transactional emails][transactional-email] don't require affirmative consent. Transactional emails include:

* Non-marketing emails that contain information about an action or transaction a recipient has taken or agreed to
* Updates or notifications to that recipient about that action or transaction.

[reconfirmation]: /docs/sendgrid/glossary/reconfirmation

[transactional-email]: /docs/sendgrid/glossary/transactional-email