Complexity Blocks Most Californians From Opting Out of Data Collection: Consumer Watchdog

Fewer than 1% of Californians exercised opt-out rights with the largest data brokers last year, a Consumer Watchdog report released Thursday found. The consumer group said it analyzed opt-out numbers for Experian, Acxiom and LiveRamp. People probably aren’t exercising their rights under the California Consumer Privacy Act (CCPA) in higher numbers “because these rights aren’t user friendly, as opting out has to be done website by website, and that takes forever,” said Justin Kloczko, Consumer Watchdog tech and privacy advocate. That could soon change, he said. Under the 2023 Delete Act, Californians will be able to delete all data that a data broker collects in one step starting in 2026, said Kloczko. In addition, if Gov. Gavin Newsom (D) signs AB-3048, which passed the legislature last month (see 2408290005), consumers will be able to opt out from the sale of and sharing data on all websites through a required option in web browsers, he said.