Applying "Personal Tags" from user end in outlook / OWA 2013

• Personal tags   Personal tags are available to Outlook 2010 and Outlook Web App users as part of their retention policy. Users can apply personal tags to folders they create or to individual items, even if those items already have a different tag applied. In Outlook 2010 and Outlook Web App, personal tags with the Move to Archive action appear as Archive Policy, and personal tags with the Delete and Allow Recovery or Permanently Delete actions appear as Retention Policy, as shown in the following figure.
  
  
  Messages that have a personal tag applied are always processed based on the personal tag's settings. Depending on the personal tags you create, users can apply a personal tag to a message so that it's moved or deleted sooner or later than the settings specified in the DPT or RPTs applied to that user's mailbox. You can also create personal tags with retention disabled. This allows users to tag items so they're never moved to an archive or never expire.

  Note:
  Users can apply archive policies to default folders, user-created folders or subfolders, and individual items. Users can apply a retention policy to user-created folders or subfolders and individual items (including subfolders and items in a default folder), but not to default folders.

  Users can also use the Exchange Administration Center (EAC) to select additional personal tags that aren't linked to their retention policy. The selected tags then become available in Outlook 2010 and Outlook Web App. To enable users to select additional tags from the EAC, you must add the MyRetentionPolicies role to the user's role assignment policy. To learn more about role assignment policies for users, see Understanding management role assignment policies. If you allow users to select additional personal tags, all personal tags in your Exchange organization become available to them.

  Note:
  Personal tags are a premium feature. Mailboxes with policies that contain these tags (or as a result of users adding the tags to their mailbox) require an Exchange Enterprise client access license (CAL).