CCPA Opt-Out: Understanding Consumer Rights and Compliance

CCPA gives California residents control over their personal data, including rights to know, delete, and opt out of its sale, which businesses must support.

Jonathan Joseph

Head of Solutions

Why was the CCPA introduced?

The rise of data-driven business models led to significant privacy concerns. In response, the CCPA was enacted to give consumers greater control over their data. The law grants Californian residents several important rights, including:

The right to know what personal information is collected.
The right to request deletion of personal data.
The right to opt out of the sale of personal information to third parties.

One of the most critical provisions is the CCPA opt-out, which allows consumers to stop businesses from selling their data. Companies must include a clear "Do Not Sell My Personal Information" link on their website to facilitate this process, ensuring consumers can easily exercise their rights. Meeting CCPA opt-out requirements is essential for compliance and maintaining trust in today's privacy-conscious environment.

What is a CCPA opt-out?

A CCPA opt-out allows California consumers to refuse the sale of their personal information to third parties. Under the California Consumer Privacy Act, businesses must inform consumers of this right and provide a clear mechanism, such as a "Do Not Sell My Personal Information" link, to facilitate the opt-out process without discrimination.

Is CCPA opt-out required?

Yes, under the CCPA, businesses are required to provide an opt-out option for California residents, allowing them to prevent the sale of their personal information. Companies must include a clear "Do Not Sell My Personal Information" link on their websites to comply with this requirement.

Read more: CCPA compliance checklist‍

CCPA opt-out requirements: What businesses need to know

For for-profit entities with annual gross revenues exceeding $25 million and handling personal information of over 100,000 California consumers or households, it is mandatory to provide a clear and conspicuous way for customers to opt out.

Key aspects of CCPA opt-outs

Opting out limits your company's ability to sell or share customers’ personal information. Under CCPA/CPRA, personal information includes any data that identifies or could be linked to an individual or household, such as names, Social Security numbers, email addresses, browsing history, purchase history, geolocation data, and employment-related information. It also encompasses any information used to create customer profiles that reflect preferences or behaviors.

The opt-out requirement does not prevent you from collecting personal information necessary for transactions; it simply prohibits selling or sharing that information with third parties, unless it's a service provider necessary for business operations. Notably, disclosing personal information for monetary or valuable consideration is considered a “sale” under the CCPA, including the use of third-party advertising and analytics cookies. However, first-party cookies essential for site functionality, like shopping cart retention, are exempt.

Implementing CCPA opt-out requirements

To comply with the CCPA, businesses must implement specific measures to handle opt-out requests efficiently:

Display a visible “Do Not Sell My Personal Information” link on their homepage.
Ensure the opt-out process is seamless, allowing consumers to submit requests without unnecessary delays.
Proactively inform users of their rights under the CCPA before collecting data.

In other words, businesses must offer at least two methods for consumers to opt out, including an interactive form linked conspicuously on the homepage labeled “Do Not Sell or Share My Personal Information.” Acceptable methods include a toll-free phone number, a designated email address, in-person submissions, and user-enabled privacy controls.

An effective opt-out method can include an interactive cookie banner on your website, allowing users to decline or accept non-essential cookies that collect personal information. Additionally, businesses must adhere to stricter “opt-in” requirements for consumers under 16, requiring explicit consent for selling or sharing their information.

Managing CCPA opt-out requests can be complex, but platforms like Ketch simplify compliance by automating data privacy management. Ketch’s features, such as consent management and Data Subject Rights (DSR) automation, streamline the process, helping companies adhere to CCPA opt-out requirements while maintaining consumer trust.

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Why CCPA compliance is essential

While adding an opt-out option and privacy policy to your website is necessary, it's crucial to act promptly on opt-out requests by ceasing any sale or sharing of personal information. You must wait one year before soliciting consent to sell or share the same information again. If you're purchasing information from third parties, it’s your responsibility to verify that the data is sourced from individuals who opted in.

Conducting thorough data mapping is essential to identify how your business handles personal information, including the presence of third-party cookies or practices that may constitute selling or sharing data. Remember, even seemingly benign practices, like credit checks or identity verification services, may qualify as sharing personal information, which can lead to compliance issues.

Businesses subject to the CCPA must comply with its guidelines to avoid legal penalties. Businesses non-compliant with CCPA practices, such as failing to provide a conspicuous CCPA opt out tool, may face harsh penalties. Specifically, ignoring CCPA opt-out requirements can result in fines of up to $7,500 per intentional violation and $2,500 for unintentional violations. Non-compliance also risks damaging a company’s reputation and eroding consumer trust.

By partnering with a compliance platform like Ketch, organizations can confidently manage CCPA opt-out requests and ensure full compliance with the law. This not only mitigates legal risks but also fosters trust and transparency, essential elements in today’s data-driven business environment.

Read more: Who does the CCPA apply to?

Ketch: Simplifying CCPA opt-out compliance

Managing this CCPA opt out request is an integral aspect of the CCPA compliance checklist, ensuring that companies maintain the integrity of their consumer's data privacy without exception.

The Ketch platform provides robust solutions to help businesses comply with CCPA regulations, particularly around opt-out requirements. Key features include:

Consent management, including customizable cookie banners and privacy notices.
Drag-and-drop DSR request workflows to connect consumer requests with data systems.

These tools help businesses easily manage and document CCPA opt-out requests, ensuring compliance and building transparency with users. Ketch also keeps pace with evolving regulations, such as the California Privacy Rights Act (CPRA), ensuring companies remain compliant with the latest data privacy standards.

Are you complying with CPRA/CCPA opt-out rights?

The CCPA has redefined how businesses handle consumer data, making CCPA opt-out requirements a key element of modern privacy strategies. Ketch offers the technology and support businesses need to meet these demands efficiently, allowing them to focus on growth while protecting consumer rights. From automating opt-out requests to staying updated with regulatory changes, Ketch empowers organizations to stay ahead in a rapidly evolving privacy landscape.

By integrating Ketch into your data privacy strategy, your business can confidently navigate CCPA compliance, foster customer trust, and protect personal information with ease. Partner with Ketch today.

Go further: GDPR vs. CCPA/CPRA compliance: what's the difference?

Jonathan Joseph

Head of Solutions

Jonathan leads Solutions at Ketch. He's focused on ethical data use, serving on The Ethical Tech Project's board. He co-hosts the video series Privacy Huddle, and his work appears in The Hill.