What is Global Privacy Control? How organizations are teaming up to prevent your personal data from being sold insider@insider.com (Dave Johnson) © Provided by Business Insider The Global Privacy Control feature is a setting in some browsers and plug-ins designed to protect you against websites selling your personal data. Bill Hinton/Getty Images
The Global Privacy Control (GPC) feature is a setting in some browsers and plug-ins to tell websites not to sell your personal data.
GPC is found in a small number of browsers and plug-ins, and compliance is optional.
The GPC is being developed by a consortium of tech companies and publishers.
What is Global Privacy Control? Here s what you need to know
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Some like The New York Times have taken a strict interpretation, adopting a conservative approach in complying with the law. Others like ad management firm CafeMedia have taken a looser interpretation of the CCPA’s notoriously ambiguous definition of sale and may eventually find themselves running afoul of regulators.
When California residents request that website publishers stop selling their personal information in accordance with the state’s privacy law, many publishers still use that information to sell targeted ads by passing the data into programmatic ad marketplaces where they have little control over how other companies use that information. Although the publishers are using the Interactive Advertising Bureau’s CCPA compliance framework, the rickety custody of the data they share may put them at risk of non-compliance, making them vulnerable to lawsuits or legal enforcement, according to privacy lawyers.