The California Consumer Privacy Act (CCPA) is almost here and businesses everywhere are rushing to meet compliance. The CCPA brings with it new rights for California residents such as the right to access and delete personal information, as well as the right to opt-out of the sale of personal information. As a result, businesses need a way to process and respond to consumer rights requests in a timely manner while maintaining detailed, ongoing records for their compliance efforts.

What is the Right to Opt-Out?

The definition of sale under the CCPA is a bit broad. The CCPA defines sale “selling, renting, releasing, disclosing, disseminating, making available, transferring, or otherwise communicating orally, in writing, or by electronic or other means, a consumer’s personal information to another business or a third party for monetary or other valuable consideration.”

This definition brings about some confusion about what exactly qualifies as selling personal information.

The Two Approaches for Opt-Out of Sale

In order to understand the best way to comply with the CCPA opt-out requirement, it helps to look at it from two different approaches: opt-out for AdTech and opt-out for broader use cases.

Opt-out for AdTech is meant for businesses selling personal information in a less direct form. Typically, these entities are using tracking technologies, such as Facebook pixels and Google Analytics, and utilizing personal information for valuable consideration.

Opt-out for broader use cases apply to all those other entities that are selling personal information in a more traditional sense. Typically, in these cases, the consumer needs to be identified in order to facilitate the opt-out.

How Can My Business Take on the Right to Opt-Out of Sale Regulation?

OneTrust CCPA Consumer Rights & Opt-Out of Sale Solutions gives businesses the abilities to figure out what personal information they have, to determine how exactly they use it (i.e, whether they sell it), to identify and track which third parties, if any, they have sold the personal information to, and to manage opt-out requests.

Enable your consumers to opt-out while tracking the personal information and request processes across your systems with the OneTrust Consumer Rights Management & Opt-Out of Sale Solutions.

To learn more about how OneTrust can help with the CCPA’s right to opt-out and other requirements, visit OneTrust for CCPA or request a demo today.


Check out our CCPA blog series: