How to Add an Opt-in Message & Privacy Policy Message to Pardot Forms


GDPR and CASL compliance are just a few reasons to add an explicit opt-in message or a privacy policy to your Pardot forms. In this post, I’ll show you how to add a custom opt-in message to your form and a privacy consent message above the form submit button.

Adding an opt-in checkbox

Add your opt-in field to your form and remove the label text.

Navigate to the values tab and input the values for the checkbox. The first box contains the value that will be stored in the Pardot database (in my form the stored value is yes). The second box contains the value that will be displayed to the prospect completing the form. In this case, it’s the opt-in message.

Save and preview your opt-in message. Here’s what mine looks like.

Add links and other formatting

You can add HTML to your opt-in message to include links, bold text, etc, by adding it directly as the display value.

When you preview the message within the editor, it will show the HTML tags, but when you view the live form, it will display the correct HTML.

Adding a privacy policy message

Before the submit button

You can add a privacy policy above the submit button by adding javascript to your form.

Custom JavaScript can be placed within your Pardot forms under Look and Feel > Below Form. Click on the HTML button within the WYSIWYG editor and add in the JavaScript.

Edit the javascript below to include your privacy policy message.

Here’s what my form looks like once the privacy poilcy message has been added.

Some CSS can be added to the form to style the privacy policy message.

As a consent checkbox

You might require prospects to “check” a privacy consent checkbox in order to submit the form. This can be added the same way the opt-in checkbox was configured above.


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4 comment(s)
  • Meghan Thompson

    02/11/2020 at 6:25 pm

    Hi Jenna, super helpful article! Can you clarify one thing, when a person checks the box to subscribe to your mailing list, is that mapping to a prospect field or is it a trigger to add the person to a segmentaton list? If the latter, how is that done? Thanks!

    • Jenna Molby
      to Meghan Thompson

      04/11/2020 at 9:03 am

      Hi Meghan, Thank you! I usually map it to a prospect field and then use that in a dynamic list, but you could do it either way. You could also use an Automation Rule to add the prospect to a segmentation list if the "opt-in" checkbox = TRUE. Hope that helps! Cheers, Jenna

  • Chris

    21/10/2020 at 6:26 am

    Hi Jenna, great article! If someone is opted in previously, they fill out the form and then they don't tick the box, the 'opt in' field is then overwritten to be blank, do you know how to solve this? Chris

    • Jenna Molby
      to Chris

      28/10/2020 at 2:38 pm

      Hi Chris, Thank you! What I've done to solve this issue in the past, is create a field called "form consent" or something similar and use that within the form to check for an opt-in. Then, I used an automation rule to "check" the real opt-in field only if the opt-in field is empty. That way the "form consent" checkbox will be updated whenever a form is submitted, but the real opt-in field will only be "checked" once. Hope that helps! Cheers, Jenna

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