Global Privacy Control (GPC) is a proposed specification designed to allow Internet users to notify businesses of their privacy preferences, such as whether or not they want their personal information to be sold or shared.
At its core, GPC is a proposed specification aimed at providing internet users with a tool to communicate their privacy preferences to online platforms. Users can indicate whether they want their personal information to be sold or shared, thus exerting a degree of control over their digital footprint. This setting is embedded within the user's browser or mobile device, offering a seamless and standardized approach to privacy preferences across different websites.
The GPC acts as a universal expression of a user's preference not to be tracked on the web. It functions as a browser-level signal, managed either by the browser itself or through browser extensions. The analogy of GPC as a virtual assistant selecting the "Do Not Sell" preference on behalf of the user encapsulates its purpose succinctly.
Websites detecting the GPC signal may interpret it differently based on their understanding of privacy laws. Some sites use GPC to disable all third-party user tracking, while others may limit certain data sharing only in specific jurisdictions. Notably, GPC is recognized as a means of expressing the "Do Not Sell" preference under the California Consumer Privacy Act (CCPA) and may have legal implications under other regulatory frameworks like the General Data Protection Regulation (GDPR) in Europe.
Websites employing third-party systems for user tracking and ad targeting now face the responsibility of honoring GPC choices. This involves creating automated processes to recognize the GPC signal and mark the session as "Do Not Sell" under CCPA guidelines.
Global Privacy Control Platform was initially introduced at the World Wide Web Consortium (W3C) Privacy Community Group (Privacy CG) in April 2020.
The introduction of privacy regulations such as the CCPA and the newly passed California Privacy Rights Act (CPRA) give consumers the legal right to opt out of the sale of their data, including via automated means such as a browser-based Global Privacy Control. Two months ago, we announced the initial experimental phase of GPC and are excited to see its growing adoption in the marketplace.
UniConsent CMP sync the Global Privacy Control signals with IAB CCPA, VDPA consent signals, you can enable this feature for US users in your UniConsent CMP dashboard.
Use a consent management platform like UniConsent to offer consumers full control of data collection, opt-out features, manage the preferences communication.