It is a requirement of the UK Data Protection Act that a “consent statement” appears at all points of data capture for direct marketing across the network.
The following text is to be used as standard
Sign up to receive exclusive fares, special offers and other marketing emails from the British Airways group.
Yes, please email me (this box is ticked and customers need to opt out by unclicking the box).
You will not receive direct marketing from companies outside of the British Airways group.