In implementations of opting-in or opting-out of visual tracking, a computing device maintains digital images received for scanning, and includes an image scanning system that receives a digital image depicting one or more faces of persons captured in the digital image. The image scanning system is implemented to detect a face of a person who is depicted in the digital image from a scan of the digital image. The image scanning system can then scan the digital image for a visual tracking identifier that indicates a preference of the person for one of opting-in or opting-out of visual tracking. The image scanning system can detect the visual tracking identifier associated with the person from the scan of the digital image, and continue or discontinue the visual tracking of the person based on the visual tracking identifier indicating that the person opt-in or opts-out of visual tracking.