Survey of Current Universal Opt-Out Mechanisms

With contributions from Aaron Massey, FPF Senior Policy Analyst and Technologist, Keir Lamont, Director, and Tariq Yusuf, FPF Policy InternSeveral technologies can help individuals configure their devices to automatically opt out of web services’ requests to sell or share personal information for targeted advertising. Seven state privacy laws require that organizations honor opt-out requests. This blog post discusses the legal landscape governing Universal Opt-Out Mechanisms (UOOMs), as well as the key differences between the leading UOOMs in terms of setup, default settings, and whether those settings can be configured. We then offer guidance to policymakers to consider clarity and consistency in establishing, interpreting, and enforcing UOOM mandates.Online advertising continues to evolve, specifically in reaction to new regulatory requirements as an increasing number of international jurisdictions and U.S. states have enacted comprehensive privacy laws. As of October 2024, twelve st

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