Glossary > Privacy > Consumer Privacy > Consumer Rights Under CCPA

Opt-out Rights

Opt-out rights refer to the ability of consumers to choose not to have their personal information shared or used for certain purposes, such as marketing or data sharing.

Example #1

An example of opt-out rights is when a consumer visits a website and is given the option to decline the use of cookies for targeted advertising purposes by clicking on a 'Do Not Sell My Personal Information' link.

Example #2

Another example is when a consumer receives an email from a company and has the option to unsubscribe from future marketing communications by clicking on an 'Unsubscribe' link.

Misuse

Misuse of opt-out rights could occur if a company makes it difficult for consumers to find the opt-out option or intentionally confuses them with misleading language. For example, hiding the opt-out link in small text at the bottom of a webpage, making it hard for consumers to opt-out, goes against transparency and fairness, preventing consumers from exercising their rights.

Benefits

The benefit of opt-out rights is that it empowers consumers to control the use of their personal information, giving them a say in how their data is collected and utilized. For example, a consumer who opts out of targeted advertising will experience fewer personalized ads, leading to a more privacy-focused online experience.

Conclusion

Opt-out rights play a crucial role in giving consumers the power to protect their privacy and make informed choices about their personal information. By ensuring clear and accessible opt-out mechanisms, businesses can demonstrate their commitment to transparency and consumer empowerment.

Last Modified: 4/30/2024