GPC

Global Privacy Control is the modern successor to DNT, designed to be a more enforceable and legally recognized signal that communicates a user’s decision to opt out of data sharing and the sale of personal information. Developed by privacy advocates, technologists, and publishers, GPC is sent from the browser or device as an automated signal, similar in simplicity to DNT but backed by consumer-protection laws like the California Consumer Privacy Act (CCPA) and its amendments. Because regulators have clarified that GPC must be treated as a valid opt-out request, organizations operating in affected jurisdictions must honor it.

GPC has gained traction because it pairs technical implementation with legal consequences. Publishers, ad-tech vendors, and data brokers receiving the signal must adjust their data practices accordingly, making the mechanism far more effective than its predecessor.

As browsers and privacy tools adopt GPC, it serves as a bridge between user expectations and regulatory compliance, giving individuals a practical way to express their privacy preferences while still supporting a healthy, transparent ecosystem for digital advertising and personalization.