The NAI Releases New Global Privacy Control Chrome Browser Extension to Facilitate Consumer Opt-Out Requests
Today, the NAI has released a Global Privacy Control (GPC) browser extension for Chrome to help consumers exercise their rights under state privacy laws to opt out of targeted advertising and sales of their personal data. While the specific legal requirements vary across state privacy laws, many states recognize that consumers should be able to communicate their opt-out preferences through technologies like browser extensions, global device settings, or browser signals. These mechanisms are commonly referred to under state laws as Opt-Out Preference Signals (OOPS) or Universal Opt-Out Mechanisms (UOOMs), and the GPC signal has been recognized by several states as being capable of meeting their legal requirements.
The NAI Global Privacy Control Signal browser extension is designed with usability for consumers at the forefront. Once downloaded from the Chrome Web Store, the extension appears in the browser toolbar and presents users with a simple on/off toggle. It provides a clear, succinct explanation of what the signal will communicate to websites. When the extension is enabled, and the GPC signal is turned on by the consumer, it sends the GPC signal via the HTTP header to every website the user visits, indicating the user’s request to opt out of targeted advertising and the sale of personal data. This approach allows consumers to express a persistent, global opt-out preference without relying on individual website interfaces or registration-based systems.
The extension also includes a button for consumers to “Learn More,” linking to a series of frequently asked questions (FAQs) about the functionality of the tool, including what happens when websites consumers visit see the GPC signal, as well as limitations of the signal.
There are a range of browser plugins and native implementations of opt-out mechanisms available in the market, many of which have also utilized the GPC signal, which to date is the only specification formally recognized by policymakers. The NAI extension reflects our commitment to promoting effective, consistent implementation of consumer opt-out choices as an essential step towards building trust across the Internet. We have designed our implementation of the GPC signal to adhere closely to the consistent legal requirements across multiple state laws, including: (1) must be easy to use for the average consumer, (2) must not make use of a default setting, but, rather, require the consumer to make an affirmative, freely given and unambiguous choice to opt out; (3) must not unfairly disadvantage another controller.
Our hope is that the combination of functionality, ease of use, and adherence to key legal requirements will help the NAI’s extension provide both a highly effective tool for consumers, as well as an example across the marketplace of key functionality that will provide for clarity of consumer choice signals across the internet. The NAI remains committed to working with our members, policymakers, and other stakeholders across the digital advertising industry to ensure that all opt-out tools that seek to qualify as OOPS or UOOMs under state law adhere to the same commitments. To that end, we will also continue working to identify and discourage implementations that contain default-on settings, unclear disclosures, or confusing interfaces that may undermine the legal validity of the signal and cause consumer confusion about their rights.
