What is global privacy control? What you need to know about GPC

The way personal data is collected, used, shared, and sold online has sparked global conversations about privacy. Governments are stepping in with regulations, large tech platforms are rolling out new policies, and individuals are demanding more control over their data. Global Privacy Control (GPC) is one of the latest tools to address this increased demand for privacy, giving people a simpler way to manage their data privacy preferences across websites.

For businesses, GPC isn’t just another technical update. In some regions, GPC is a legal requirement. It also provides an opportunity to showcase a commitment to privacy.

So, let’s talk about what is GPC, how it differs from previous privacy tools like Do Not Track (DNT), and how your business can implement it.

What is global privacy control (GPC)?

Global Privacy Control (GPC) is a privacy feature that enables users to send a clear signal to websites about their preference to opt in or out of having their personal data accessed, sold, or shared. It works through browsers or other devices and applies this preference to every site the user visits without requiring manual input each time.

The main purpose of GPC is to simplify how people manage their privacy online while enabling businesses to meet legal obligations under regulations like the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR). Unlike other tools that require users to interact with cookie banners on every site, GPC simplifies the process with a universal setting.

In addition to being user-friendly, GPC addresses growing concerns about data misuse. It’s designed to align with modern laws that prioritize user consent and transparency in data handling practices.

How is GPC different from Do Not Track (DNT)?

Do Not Track (DNT) was an earlier attempt to create a standardized mechanism for users to opt out of tracking across websites. However, it didn’t work as planned because websites weren’t legally required to follow it. As a result, the effectiveness of DNT depended entirely on voluntary adoption, which was inconsistent at best.

GPC improves on DNT in several ways:

• Legal backing: Unlike DNT, GPC is supported by more laws, like the CCPA, which requires businesses to honor these signals.
• Targeted approach: While DNT broadly addressed tracking, GPC focuses specifically on stopping data from being sold or shared, making it more relevant to today’s privacy needs.
• Better adoption potential: GPC was created with input from regulators, privacy advocates, and industry leaders, to align it with existing laws and address previous gaps in functionality.

How does GPC work?

At its core, when the user has set it up, GPC sends a signal from a user’s browser or device to websites, communicating that the user wants to opt out of data sharing or data selling. Businesses receiving this signal are required to comply if privacy laws in their jurisdiction recognize GPC as a valid opt-out mechanism.

How does the GPC signal work?

The GPC signal operates behind the scenes. Once a user enables GPC in their browser or through an extension, it sends a small message to any websites that the user visits. This message, embedded in the HTTP headers or accessible via JavaScript, informs the site of this person’s data-sharing preference.

Here’s how it works step by step:

1. User activation: The user turns on GPC in their browser or installs a compatible tool.
2. Signal transmission: When the user visits a website, the GPC signal is sent automatically.
3. Website response: The website detects the GPC signal and adjusts its behavior by disabling the sale or sharing of user data.
4. Legal compliance: If the company running the website operates under laws like the CCPA, it must honor the signal and process the user’s data accordingly.

By automating the opt-out process, GPC reduces user frustration while keeping websites accountable to privacy regulation requirements.

GPC and opt-out mechanisms

One of GPC’s most significant advantages is its ability to work seamlessly with opt-out requirements in privacy laws. Instead of requiring users to interact with multiple cookie banners, GPC applies a single preference across all compliant websites.

GPC also supports businesses by simplifying the process of handling opt-out requests. Rather than relying solely on cookie banners or manual opt-out forms, GPC enables websites to process user preferences automatically.

Browser support for GPC

Different browsers offer different levels of support for GPC, which means it is important for both users and companies to understand how it works across platforms.

Google Chrome and GPC

Google Chrome, the most widely used browser, does not currently offer built-in support for GPC. However, users can enable GPC functionality through third-party extensions or tools from privacy-focused organizations.

For businesses, this means that GPC signals may still come from Chrome users, even without native browser support. It is therefore critical to ensure your website is equipped to recognize and process these signals.

Mozilla Firefox and GPC

Mozilla Firefox has embraced GPC and includes built-in functionality for users. By enabling the setting in Firefox, users can automatically communicate their privacy preferences to websites.

For companies, Firefox’s GPC support means you’ll likely see a significant number of signals coming from this browser. It’s important to test your GPC implementation with Firefox to ensure seamless compliance.

Other browsers and compatibility

Other browsers, including Microsoft Edge, Safari, and Brave, have varying levels of GPC support:

• Microsoft Edge: Users can enable GPC through extensions.
• Safari: Apple has not yet implemented GPC directly, but its strong stance on privacy may lead to future support.
• Brave: As a privacy-first browser, Brave supports GPC signals natively, making it one of the easiest options for users.

GPC and compliance with privacy regulations

Privacy laws around the world are changing to better protect people’s rights, and GPC is becoming a vital part of maintaining compliance. Here’s how it aligns with major regulations.

CCPA and Global Privacy Control 

The CCPA/CPRA gives California residents the right to opt out of the sale of their personal information. The California Attorney General has explicitly stated that GPC is a valid method for users to exercise this right.

This means businesses operating in California must:

• detect and process GPC signals as opt-out requests
• avoid selling or sharing data for users who have sent a GPC signal
• update their CCPA privacy policies to reflect how they handle GPC requests

Failure to honor GPC under the CCPA/CPRA could result in penalties, including fines or legal action.

Other US states and global privacy control

Beyond California, several US states have enacted privacy laws that emphasize consumer rights and data protection. These are all the states that require (or will require) recognizing the GPC or a comparable universal opt-out mechanism.

• California
• Colorado
• Connecticut
• Delaware
• Maryland
• Minnesota
• Montana
• Nebraska
• New Hampshire
• New Jersey
• Oregon
• Texas

Many of these laws also include provisions for consumer rights to opt out of data processing for targeted advertising, data sales, or profiling.

While not all explicitly reference GPC, the mechanism supports the broader intent of these regulations by offering an easy and standardized way for users to exercise their rights. Businesses operating in these states should:

• monitor emerging privacy legislation and its compatibility with GPC
• detect and honor GPC signals as an additional method to respect user preferences
• update data processing systems to ensure compliance across jurisdictions

GDPR and Global Privacy Control

While the GDPR doesn’t specifically mention GPC, its principles align with the initiative. The GDPR emphasizes user consent and the right to object to data processing, both of which are supported by GPC.

For businesses in the European Union, respecting GPC signals can:

• show compliance with the GDPR’s data subject rights
• promote transparency and increase trust between companies and their website visitors
• demonstrate a proactive approach to privacy to reduce the risk of non-compliance penalties

By adopting the GPC, businesses operating under the GDPR can position themselves as leaders in privacy-first practices.

Your 8-step GPC compliance checklist

To stay compliant with GPC requirements and protect user privacy, businesses should follow specific steps in their data collection and management practices. Below is a concise checklist to guide you through the process of GPC implementation and ongoing compliance.

1. Implement the GPC specification

Add the GPC code to the back-end systems of your website and apps to enable your data collection processes to be privacy-compliant with this requirement. It is also essential that your systems are capable of detecting and processing GPC signals to respect user preferences.

2. Update privacy policies

Your privacy policy should clearly communicate how you handle GPC or comparable signals, including the impact they will have on your data collection and usage. Additionally, make sure your policy aligns with relevant privacy laws such as the CCPA/CPRA and the GDPR to remain compliant with global privacy standards.

3. Provide multiple opt-out methods

Offer at least two ways for users to opt out of data sharing, with one of those options being the GPC signal. If required to comply with California privacy laws, make sure to include a visible “Do Not Sell or Share My Personal Information” link on your website or mobile app to provide an easy opt-out choice for users.

4. Honor GPC signals

Make sure your systems are configured to treat GPC requests as valid opt-out signals. You must also block all third-party data-sharing channels for users who have GPC enabled, including scripts, tags, pixels, and cookies.

5. Test implementation

Verify that your website is correctly responding to GPC signals from various browsers and extensions. It’s important to conduct regular testing to confirm that your systems are in compliance.

6. Integrate with Consent Management

Integrate GPC signals into your consent management platform (CMP) and tag management system (TMS) to streamline your data handling processes. Additionally, confirm that your TMS, like Google Tag Manager, is configured to fire tags based on the browser’s GPC setting, so user preferences are automatically respected.

7. Audit data practices

Conduct a comprehensive audit of your current data collection, handling, and sharing practices. Identify areas where GPC will affect how you collect, use, and sell consumer data to make all necessary adjustments.

8. Document your compliance efforts

Keep detailed records of your GPC implementation and compliance activities. This documentation will be crucial if regulators request proof of compliance, you receive data subject access requests, or if you need to demonstrate your efforts in an audit.

What happens if you’re not compliant with Global Privacy Control?

Failing to comply with global privacy control exposes businesses to several risks.  

• Regulatory risks: While GPC isn’t mandatory everywhere, regulators like the California Attorney General suggest honoring GPC signals to comply with the CCPA/CPRA. 
• Financial risks: Although there are no direct penalties for ignoring GPC, violations of broader privacy laws like the GDPR can lead to fines of up to EUR 20 million or 4 percent of global revenue. Ignoring privacy preferences can result in costly legal challenges.  
• Reputational risks: Consumers value privacy and lose trust in companies that disregard their choices. This can lead to lost customers and negative publicity.  

On the upside, adopting GPC demonstrates a commitment to privacy, builds trust with customers, and positions your business well as privacy laws evolve.

How Usercentrics Cookiebot can help with Global Privacy Control

Global privacy control is changing how people manage their privacy online. For businesses, it can be both a legal requirement as well as an opportunity to strengthen trust with customers.

Usercentrics Cookiebot Consent Management Platform (CMP) makes it easier for businesses to adapt to GPC. 

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