negative option

direct-mail advertising selling technique in which shipments of goods are made at regular intervals unless the customer sends a refusal notice in advance of each shipment. Most book clubs operate on a negative-option basis, sending a new book each period unless the member tells them not to. Some state governments have attempted to ban negative-option programs, in accordance with laws that disallow billing for something that has not been ordered, but only Hawaii has actually done so. Most negative-option sellers mail the customer a reply form and envelope along with a product brochure or catalog describing the next item to be shipped and other items that can be purchased. The customer can either refuse the next shipment, order something instead of the next item to be shipped, or order items in addition to the next item to be shipped. Most marketers do not prepay the postage on the reply envelope, making it less appealing, and less economical, for the customer to send a refusal. See also positive option.