What is CCPA opt-out?

CCPA opt-out is the right of California consumers to direct a business not to sell or share their personal information. Under the CCPA, “sharing” includes disclosing personal information for cross-context behavioural advertising.

The right applies when a business sells or shares personal information. Consumers can exercise it through:

• a “Do Not Sell or Share My Personal Information” option provided by the business; or

• a recognised opt-out preference signal, such as Global Privacy Control.

Businesses must make the opt-out process clear and easy. They should not require consumers to create an account or complete unnecessary identity verification. However, they may request information that is reasonably necessary to identify and process the opt-out request.

After receiving a valid opt-out request, the business must stop selling or sharing the consumer's personal information as soon as reasonably possible, and no later than 15 business days. It must also wait at least 12 months before asking the consumer to opt back in.

Opting out does not delete personal information. It only restricts its sale or sharing. Consumers must submit a separate request if they want their personal information deleted.