Can I opt out of targeted advertising under California privacy law?

What the Law Says

The California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), gives California residents the right to opt out of the 'sale' or 'sharing' of their personal information for targeted advertising.

Under the CPRA, 'sharing' includes disclosing personal information to a third party for cross-context behavioral advertising — which covers most targeted online ads. Businesses must honor your opt-out request unless an exception applies.

You can opt out using a 'Do Not Sell or Share My Personal Information' link on the business's website homepage, or by sending a global privacy control (GPC) signal through your browser or device settings.

Once you opt out, the business has 15 business days to comply and must not ask you to re-consent for at least 12 months.

Statutory Text

A consumer shall have the right to direct a business that sells or shares personal information about the consumer to third parties not to sell or share the consumer’s personal information.

— Cal. Civ. Code § 1798.120(a) — Right to opt out of sale or sharing

Statutory Text

A business that sells or shares a consumer’s personal information shall provide a clear and conspicuous link on its Internet homepage, titled 'Do Not Sell or Share My Personal Information'.

— Cal. Civ. Code § 1798.120(b) — Required homepage link

Statutory Text

A business shall comply with an opt-out request no later than 15 business days after receiving the request.

— Cal. Civ. Code § 1798.120(d) — Response timeframe

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