Opt-out rights are enshrined in many national privacy laws and regulations, which provide individuals with a right to opt-out of unwanted marketing. But this is a time-consuming process and often requires know-how and commitment. Global Privacy Control (GPC) is a new mechanism which enables anyone to easily opt out of website-based marketing.
Rob Shavell, Founder and CEO of Boston-based Abine (which includes DeleteMe and Blur), explains the organisations, websites and major media groups behind GPC. They include the Washington Post, the New York Times, the Financial Times, browsers, including Mozilla’s Firefox, DuckDuckGo, Brave and Consumer Reports. They are working together to develop GPC.
We discuss with Rob how GPC’s web-based opt-out works and how it could enable website users to implement their opt-out rights around the world. The opt-out right for individuals has gained traction in the USA as a result of California’s Privacy Rights Act of 2020 but the principle applies wherever the GDPR ripples around the world.
How has the attitude of major tech companies to opt-out technology developed in recent years? The new US federal political landscape in January 2021 could provide fertile ground for a federal privacy law which might include these rights. Will privacy regulators in other countries start to recognise the value of GPC and will the mass of consumers take up GPC?
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