Starting next month, the ad industry self-regulatory group Digital Advertising Alliance will make available opt-out tools created specifically for California's new privacy law.
The California Consumer Privacy Act, which takes effect January 1, gives state residents the right to learn what personal information about them is held by businesses, request deletion of that information, and to opt out of its sale.
The law's broad definition of personal information includes web-browsing activity and other data used for targeted advertising.
Attorney General Xavier Becerra, who is still finalizing regulations to implement the law, is scheduled to begin enforcing the measure in July.
The self-regulatory group warns in a statement issued Wednesday that the measure “is subject to change and interpretation.”
Regulations proposed by Becerra in October will require companies to post a link stating “Do Not Sell My Personal Information” or “Do Not Sell My Info” on sites or mobile pages, offer consumers a way to opt out of the sale of their data, and honor do-not-sell requests that people make through browsers, plug-ins or privacy settings.
The DAA recently unveiled a new icon aimed at helping ad companies comply with the law.
That icon, which is green but otherwise resembles the DAA's existing privacy and political-ad icons, will take consumers to a page where they can access a tool to opt out of the sale or transfer of their information. The DAA recommended in recent guidance that companies accompany the icons with text links with language like “CA Do Not Sell My Info.”
The group says the web-based version of its California opt-out mechanism will be available at www.privacyrights.info, and an app version will be available at the major app stores and the DAA's YourAdChoices site.
“The web-based tool will enable consumers to express an opt out from sale of their personal information, including its use for interest-based advertising, by companies that collect data across sites and are offering a CCPA opt out to the sale of information through the tools,” the DAA said in a statement issued Wednesday.
The group adds that the app version of the tool will provide similar controls.
The organization says the tools will allow consumers to opt out of the sale of their data by third-party businesses, but that publishers “should seek their own technical tools.”