California’s New AB 3048: Opt-Out Signals in Every Browser

What Happened:

On August 27, 2024, the California Senate passed AB 3048, an amendment to the California Consumer Privacy Act (CCPA).

This bill requires all browsers and mobile operating systems to support opt-out preference signals (OOPS) allowing consumers to easily opt-out of the sale or sharing of their personal information.

It is expected to be signed into law by the governor, who has until September 30 to veto it.

An OOPS automatically sends a signal to online sites or services that a consumer wants to opt out of the sale or sharing of their personal information.

Currently, only smaller browsers like DuckDuckGo and Brave offer built-in support for these signals, while larger ones like Chrome and Safari do not. On mobile, no operating systems currently offer this functionality.

Why it matters:

The law could lead to decreased effectiveness of targeted advertising and push businesses toward alternative data strategies, fundamentally altering how personal information is used and shared online.

Source

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