Understanding Global Privacy Control (GPC): What It Is and Why It Matters

The numbers don’t lie: a staggering 63% of global consumers question corporate openness over data transparency (Tableau). Coupled with regulatory pressures like GDPR and CPRA stepping up the game, corporations arrive at an inflection point of reckoning. The maze of cookie consent and multi-factor authentication leads to further confusion.

Global Privacy Control (GPC) is not just an end-user feature; it’s a business necessity to establish trust and demonstrate data leadership, setting your business apart from others with the universal opt-out signal.

TL;DR

Global Privacy Control (GPC) allows you to take control of your privacy and inform websites not to sell or share data with just one setting on their systems. The feature automatically applies your privacy decisions across the entire web.

Global Privacy Control is a preemptive measure that establishes a person’s privacy stance before websites can gather data and limits the initial data footprint.

GPC is a legal lever. It’s a technological push against online companies’ data-hoarding tendencies, trying to restore control to the individual user.

What is Global Privacy Control (GPC)?

Global Privacy Control (GPC) is a universal browser-level signal that allows users to opt-out of data sharing or selling by a website, rather than having to opt-out on each individual site. It’s essentially a way for users to express their privacy preferences to multiple websites at once, acting as a “Do Not Sell” or “Do Not Share” signal across the web.

Firefox, Brave, Privacy Badger, and DuckDuckGo are browser extensions and add-ons incorporating GPC. Although Chrome does not support GPC natively, extensions are available to secure the data. 

Implementing global privacy control for your business

As Global Privacy Control gains more visibility, businesses are increasingly held accountable for its effective implementation. Follow these step-by-step instructions to implement GPC in your privacy compliance strategy:

1. Enable GPC detection and consent management:

• Ensure that your Consent Management Platform (CMP) supports GPC signals out of the box. This lets your website detect these signals and automatically honor user opt-out preferences.
• Using a GPC-compliant CMP reduces user consent fatigue and improves trust by respecting users’ privacy.

2. Process opt-out requests and connect with backend systems:

• Implement an efficient system to process opt-out requests via GPC by adjusting your data collection behavior to align with CCPA requirements and other applicable laws.
• Identify all data collection points related to GPC signals within your business-specific privacy settings. Ensure your backend systems can receive, transmit, and respond to these signals, respecting user preferences.
• GPC’s stateless nature simplifies implementation, as each valid consumer privacy rights carries the opt-out signal, eliminating the need to track user opt-out status across sessions.

3. Communicate user privacy preferences:

• Ensure transparency by clearly informing users that their privacy preferences, including GPC settings, are being respected.

Are companies forced to observe GPC?

• If your company is subject to the CCPA, you must recognize GPC signal preferences as opt-out requests. This obligation is governed by the guidance of the California Attorney General and is upheld by state privacy legislation.
• Even though not lawfully necessary in your region, the statement of GPC best practices demonstrates respect for the user’s privacy, gains trust, and provides additional protection for your business.

Tips for implementing GPC

• Determine the applicability of privacy legislation: Carefully examine privacy legislation in your organization. This establishes your need to adapt to GPC and other opt-out procedures.
• Work together with GPC signals: Set up your data platforms and websites to capture and leverage GPC signals effectively.
• Active privacy: Its use, even without any legal necessity, shows an active concern for user privacy and will build strong customer relationships.

The evolution of global privacy control

The road to user-centric privacy has been fraught with problems, but Global Privacy Control is a vital stride. The entire GPC mode was set by the former “Do Not Track” (DNT) initiative. DNT was a worthwhile cause, as users could opt to avoid tracking online by sending a signal of disapproval. However, it had one significant drawback: it was not made legally enforceable. 

DNT’s shortcomings were a stark reminder of the need for more robust and enforceable privacy control signals. As public awareness about data collection practices grew, privacy regulations such as GDPR and CCPA/CPRA, the platform was ready for GPC mode.

The turning point for GPC was when it was acknowledged by laws like the California Consumer Privacy Act (CCPA). This gave GPC legal weight, requiring companies under these laws to honor the signal. This legal backing differs from DNT, offering users absolute control over their data.

In 2022, CCPA filed its first-ever enforcement action of $1.2 million against Sephora, alleging the company’s failure to honor a user opt-out using GPC.

Benefits of GPC

Global Privacy Control (GPC) is gaining recognition as a vital mechanism for honoring opt-out requests under various privacy laws. Here’s how it benefits the existing compliances with online privacy rights:

California Privacy Rights Act (CPRA): CPRA, building on the CCPA, makes businesses obligated to respect opt-out preference signals, such as GPC, as valid consumer requests to opt out of the sale or transfer of personal data. Notably, California law precedes that GPC signals must indicate the user’s intent to opt out. In cases with inconsistent signals, the preference in GPC takes precedence over cookie banner preferences.

Colorado Privacy Act (CPA): From July 1, 2024, Colorado requires respect for “universal opt-out mechanisms” like GPC for data sales and advertising. This is not voluntary, like in California, but mandatory by design. The CPA Rules contain specific technical specifications and notice requirements, and the Colorado Department of Law will have a list of certified mechanisms.

Connecticut Data Privacy Act (CTDPA): Starting January 1, 2025, Connecticut will require businesses to make data sales and targeted advertising possible through opt-out preference signals, recognizing GPC’s significance.

Other US State Law: While Virginia and Utah are yet to mandate the recognition of GPC, there is a general trend toward the growing adoption of consumer rights.

GDPR: The GDPR, being an opt-in consent system, does not necessarily require GPC compliance. However, its focus on user control over personal data can make GPC signals reliable indicators of user intent, potentially creating future legal obligations on data processors. The Global Privacy Control website itself is cognizant of this possibility.

The future of global privacy control

Global Privacy Control (GPC) is rapidly gaining ground as a foundation for online privacy, driven by technology and increasing legal support. Its reach is expanding through collaboration with the California Attorney General‘s office to solidify its legally binding obligation under CCPA and investigations to move into other major privacy expectations like GDPR.

The trend towards stricter privacy control conflicts is globally increasing. States and countries are looking towards similar legislation, which is impacting businesses all over the globe. As third-party cookies have been eroded and GPC signals have become predominant, online marketing is experiencing a revolution. 

To be reliable in this new era, marketers must prioritize first-party data and respect user privacy decisions. Transparency and consent are becoming increasingly paramount.

How Sprinto can help with GPC compliance

Sprinto empowers businesses to navigate the complexities of GPC compliance by providing a robust, automated privacy infrastructure. While it doesn’t directly handle the technical implementation of GPC signals, Sprinto establishes the crucial framework for the overall privacy landscape, particularly concerning regulations like CCPA/CPRA, which legally mandate GPC recognition.  

We develop robust privacy programs that automatically map data, building the foundation for handling GPC opt-out requests. It also streamlines automated compliance platforms, continuous monitoring, and comprehensive audit documentation.

Conclusion:

The average internet user is well aware of online privacy and information utilization and cares about what will happen to it. However, at the same time, individuals are experiencing consent fatigue from being required to consent so many times whenever they open a browser. One standard that would permit “set it and forget it” makes sense and would satisfy a real need. It also helps encourage adherence to data protection legislation, though the GPC is not legally enforceable today.

FAQs

What is GPC?

GPC stands for Global Privacy Control. It’s a browser setting, browser extension, or device setting that allows users to send privacy preferences to websites they visit automatically. Essentially, it tells websites not to sell or share personal data.

How do I enable GPC?

You can enable GPC through browser settings (if supported), browser extensions, or device settings. Check your browser’s or device’s privacy settings for choices. Brave and Firefox browsers are GPC-supported. Some privacy-focused extensions also offer GPC functionality. Chrome extensions are also supported.

Is GPC a legal requirement?

Yes, in certain jurisdictions. Laws like the CCPA/CPRA in California and other state privacy laws recognize GPC as a valid opt-out signal.