CCPA Opt-Out Tool - DAA

Businesses subject to the California Consumer Privacy Act (CCPA) must honor California residents' privacy rights, including informing consumers about the types of personal information they intend to collect and providing a way for consumers to opt out of the sale or sharing of their personal data.

The Digital Advertising Alliance's (DAA) CCPA Opt-Out Tool can help businesses comply with the CCPA's opt-out requirements.

This article explains what the CCPA and the DAA are, how the DAA's CCPA Opt-Out Tool works and whether it is legally required, how consumers can use the opt-out tool, how businesses can get listed on the tool, and how the DAA's CCPA Opt-Out Tool compares to the Interactive Advertising Bureau's (IAB) Global Privacy Protocol (GPP).

What Is the CCPA?

The CCPA was designed to protect California residents' personal information. Personal information as defined by the CCPA is any data that can be used to identify or describe an individual, such as names, Social Security numbers, and financial information.

The CCPA gives California consumers certain rights regarding their personal information, including:

• The right to know what personal information businesses collect about them and how the information is used or shared
• The right to delete their personal information
• The right to opt out of the sale or sharing of their personal information
• The right to not be discriminated against for exercising their privacy rights

Businesses subject to the CCPA must take steps to honor consumers' rights, including providing an opt-out mechanism.

What Is the DAA?

The DAA is a non-profit organization that is managed by advertising and marketing trade associations. The DAA implements and enforces digital advertising privacy practices. Its goal is to provide consumers with information about and control over how their personal data is used.

What Is the DAA's CCPA Opt-Out Tool?

The DAA's CCPA Opt-Out Tool is a web-based tool that uses the organization's WebChoices platform to provide an easy way for California consumers to opt out of the sale or sharing of their personal data.

The DAA's WebChoices platform enables users to manage multiple opt-outs for interest-based advertising within a specific browser.

Is the DAA's CCPA Opt-Out Tool Required?

The DAA's CCPA Opt-Out Tool is not legally required; however, applicable businesses are required to provide consumers with a way to opt out of the sale or sharing of their personal information.

Businesses that sell or share California consumers' personal information or disclose their sensitive personal information (a special category of protected personal information) for certain purposes must comply with the CCPA by providing the following:

• An easy-to-find link on their homepage that is clearly labeled “Do Not Sell or Share My Personal Information” that takes users to a page where they can opt out of the sale or sharing of their personal information, and
• A conspicuous link on their homepage titled “Limit the Use of My Sensitive Personal Information” that enables users to limit the use of their sensitive personal information or 
• A single, clearly labeled and conspicuously displayed link on their homepage that enables users to both opt out of the sale or sharing of their personal information and limit the use of their sensitive personal information, or
• Businesses can allow consumers to send a preference signal indicating their sensitive personal information and opt-out choices instead of maintaining a link to a separate opt-out page

Businesses can use the DAA's CCPA Opt-Out Tool as an alternative to providing links to separate web pages where users can opt out of the sale or sharing of their personal information or limit the use of their sensitive personal information.

Section 1798.135 of the CCPA explains that applicable businesses must either maintain conspicuous and clearly labeled links to pages where users can opt out of the sale or sharing of their personal information and disclosure of their sensitive personal information, or allow consumers to send a preference signal that communicates their opt-out choices and limitations as to how their sensitive personal information can be used:

How Can Consumers Use the DAA's CCPA Opt-Out Tool?

California consumers can visit the DAA's Opt Out Tools website to use its Opt-Out Tool to communicate their opt-out preferences on websites and in apps.

How Can Businesses Get Listed on the DAA's CCPA Opt-Out Tool?

If you want to participate in the DAA's Privacy Rights Program, you can fill out and submit the CCPA Opt-Out Tool Registration form to get listed on the DAA's CCPA Opt-Out Tool.

Businesses must submit information about their entity type, industry association membership, and role in interest-based advertising on the DAA's CCPA Opt-Out Tool Registration form:

Once your registration form has been reviewed and accepted, the DAA will send you a CCPA Opt-Out Tool contract agreement and integration guidance documents within 10 business days.

After you sign the agreement and submit payment to the DAA, you will receive technical assistance for integration and inclusion on the tool.

For instance, entities (including publishers and third parties) that collect and sell personal information via a website, mobile app, or connected device, can license the DAA's Privacy Rights icon. The DAA's Privacy Rights icon serves as the visual representation of the opt-out link required by the CCPA:

In addition to registering for the CCPA Opt-Out Tool and the Privacy Rights icon, businesses that allow third parties to access information from their digital property and sell that personal information should:

• Notify users that third parties collect their personal information for advertising and analytics purposes
• Provide a link to the DAA’s CCPA Opt-Out Tool on their website and/or app
• Add a “flag” to their digital property to show that the notification and opt-out mechanism have been provided

What Is the IAB?

The IAB is a media and marketing trade organization that represents over 650 digital advertising media and tech companies. It advocates for its members, creates technical standards and best practices, conducts research, and educates businesses about digital marketing.

The IAB is one of the DAA's founding associations, meaning that it adheres to the DAA principles of transparency and control when using consumers' personal information for marketing purposes.

What Is the GPP?

The IAB Technical Laboratory (IAB Tech Lab) designed the GPP to help consumers easily communicate their privacy choices to businesses and organizations in the digital advertising industry and to help digital ad businesses manage consumer privacy choices and comply with state and global privacy laws.

The GPP and the DAA's CCPA Opt-Out Tool differ in that the GPP relays users' privacy choices to ad tech companies, while the DAA's CCPA Opt-Out Tool helps businesses comply with the CCPA and enables California residents to opt out of the sale of their personal data.

The GPP is not an opt-out mechanism; rather, it is a protocol that stores users' opt-out decisions and communicates them to ad tech providers.

The GPP Implementation Guidelines list considerations businesses should take into account before implementing the GPP, including legal requirements, user experience, and technical integration, among others:

What Is the Difference Between the DAA's CCPA Opt-Out Tool and the IAB's GPP?

The main difference between the IAB's GPP and the DAA's CCPA Opt-Out Tool is that the GPP communicates users' privacy preferences to ad tech providers, while the DAA's CCPA Opt-Out Tool is designed specifically for California residents to opt out of the sale of their personal information.

Summary

The CCPA gives California residents certain rights regarding their personal information and sets guidelines for businesses that collect, use, sell, or share California consumers' personal information.

The DAA is a non-profit organization led by marketing and advertising trade associations. It creates and enforces digital advertising privacy practices.

The DAA's CCPA Opt-Out Tool is a web-based tool that enables California residents to easily opt out of the sale of their personal information and helps businesses comply with the CCPA.

The DAA's CCPA Opt-Out Tool is not legally required but can be used to help businesses comply with the CCPA's opt-out requirements.

Consumers can use the DAA's CCPA Opt-Out Tool by visiting the DAA's Opt-Out Tool website.

Businesses can get listed on the DAA's CCPA Opt-Out Tool by filling out and submitting the registration form, signing the contract agreement, and submitting payment to the DAA. After submitting the form, businesses can take additional steps, including registering for the DAA's Privacy Rights icon and supplying required information on their website or app.

The difference between the DAA's CCPA Opt-Out Tool and the IAB's GPP is that the DAA's CCPA Opt-Out Tool is a tool that helps businesses comply with the CCPA and allows California residents to opt out of the sale of their personal data, while the GPP is a protocol that enables consumers to communicate their privacy preferences to ad tech providers and helps businesses and organizations comply with state and global privacy laws.