{"id":2129,"date":"2023-11-08T14:41:00","date_gmt":"2023-11-08T20:41:00","guid":{"rendered":"https:\/\/trustarc.com\/?post_type=resource&p=2129"},"modified":"2024-10-14T07:33:02","modified_gmt":"2024-10-14T13:33:02","slug":"global-privacy-control-known-user-consent","status":"publish","type":"resource","link":"https:\/\/trustarc.com\/resource\/global-privacy-control-known-user-consent\/","title":{"rendered":"Global Privacy Control and Known User Consent: Technical Brief"},"content":{"rendered":"\t\t
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Global Privacy Control and Known User Consent: Technical Brief<\/h1>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\n\n\t
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Businesses can build trust with consumers (whether they\u2019re existing or potential customers) by demonstrating they respect every individual\u2019s privacy rights \u2013 and by making it as easy as possible for consumers to choose whether they opt in or opt out of their personal information being used to deliver targeted services and marketing.<\/p>\n

In California, businesses must get a consumer\u2019s consent to share or sell their personal information \u2013 before this data is collected. CCPA\/CPRA gives consumers the right to change their mind and withdraw consent (opt out) via forms on websites and apps or when a Global Privacy Control (GPC)<\/a> signal is detected.<\/p>\n

Tech explained: What is global privacy control?<\/h2>\n

The GPC was designed to make it easy for individuals to tell businesses, \u201cDo not sell or share my personal information\u201d<\/em>.<\/p>\n

It works as a universal opt-out mechanism to save consumers from having to click through notices or locate opt-out forms or pop-ups on individual websites they visit. They simply set up an Opt-out signal once in their preferred web browser or extension that supports GPC, such as Disconnect<\/a>, DuckDuckGo<\/a> Privacy Browser, Firefox<\/a>, or Privacy Badger<\/a> by the Electronic Frontier Foundation, and the extension helps them automatically exercise their privacy rights.<\/p>\n

Privacy laws with global privacy control requirements<\/h2>\n

The California Consumer Privacy Act (CCPA<\/a>) and its amendments under the California Privacy Rights Act (CPRA<\/a>) require businesses to respect consumers\u2019 right to opt out from having their personal information sold or shared by a business to any other business.<\/p>\n

The CCPA regulations (\u00a7999.315)<\/a> explicitly state \u201ca business shall provide two or more designated methods for submitting requests to opt out, including an interactive form \u2026 and user-enabled global privacy controls, such as a browser plug-in or privacy setting, device setting, or other mechanism, that communicate or signal the consumer\u2019s choice to opt-out of the sale of their personal information\u201d.<\/em><\/p>\n

Other regulations, such as the Colorado Privacy Act<\/a> and the European Union\u2019s GDPR, are also set to include Global Privacy Control as an enforceable universal opt-out mechanism. The EU\u2019s GDPR, like California\u2019s CCPA\/CPRA, already requires businesses to get opt-in consent from consumers.<\/p>\n

In Colorado, businesses must give consumers easy access to opt-out mechanisms via privacy notices and in other conspicuous locations. From July 1, 2024, under the Colorado Privacy Act consumers will have the right to signal opt out from targeted advertising, profiling, and sale\/sharing of their personal data via (the Act\u2019s terminology) a \u2018Universal Opt-Out Mechanism\u2019 \u2013 such as Global Privacy Control \u2013 which will be enforceable in the state.<\/p>\n

TrustArc technologies with \u2018GPC detected\u2019 and \u2018known user\u2019 features<\/h2>\n

TrustArc is very focused on helping businesses build and maintain positive customer relationships by providing best practices and compliant privacy consent management technologies.<\/p>\n

TrustArc Customer Consent Preference Manager<\/h3>\n

We continue to develop new features in TrustArc’s Consent & Preference Manager<\/a> to help businesses streamline the consent preference experience for customers, while staying abreast of updates to privacy laws such as CCPA\/CPRA with our centralized privacy regulation compliance platform.<\/p>\n

TrustArc Financial Incentive Notice Service<\/h3>\n

The CCPA regulations<\/a> state: \u201cIf a global privacy control conflicts with a consumer\u2019s existing business-specific privacy setting or their participation in a business\u2019s financial incentive program, the business shall respect the global privacy control but may notify the consumer of the conflict and give the consumer the choice to confirm the business-specific privacy setting or participation in the financial incentive program.\u201d<\/em><\/p>\n

Configurable by TrustArc account managers, our Financial Incentive Notice<\/a> gives customers easy-to-understand choices about a financial incentive program that requires opt in to trackers:<\/p>\n