A set of web technologies that can be used to inform websites of the user’s wish to have their information not be sold or used by ad trackers, Global Privacy Control (GPC) is the modern successor to Do Not Track (DNT), designed to be a more enforceable and legally recognized signal. 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.
How GPC Works
GPC is sent as an HTTP header or JavaScript API call, allowing users to signal their opt-out preference automatically. Unlike DNT, which was largely ignored by third parties, GPC is intended to have legal force under privacy laws. This mechanism ensures that publishers, ad-tech vendors, and data brokers receiving the signal must adjust their data practices accordingly, making it far more effective than its predecessor.
Legal Backing and Adoption
GPC gained traction because it pairs technical implementation with legal consequences. Developed in 2020 by privacy technology researchers including Sebastian Zimmeck, professor at Wesleyan University, and Ashkan Soltani, former Chief Technologist of the Federal Trade Commission, as well as a group of privacy-focused companies including the Electronic Frontier Foundation and Automattic (owner of Tumblr and WordPress), the development of GPC was initiated by a grant of the National Science Foundation, which will continue to support GPC until 2030. 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.