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California’s “Do Not Sell or Share My Personal Information” right gives you a practical way to tell covered businesses to stop selling your personal information or sharing it for cross-context behavioral advertising. The right comes from the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA); the CPRA amendments took effect January 1, 2023.
What the “Do Not Sell or Share” right does
The opt-out right applies when a business covered by the CCPA sells your personal information or shares it for cross-context behavioral advertising. “Sharing” in this context concerns using personal information to deliver advertising based on activity across different businesses, websites, applications or services.
After you submit an opt-out, the business generally must stop selling or sharing your personal information unless you later authorize those activities. This is different from deleting your data, correcting inaccurate information or opting out of every form of marketing.
Why the rule matters in everyday web use
- It gives you a direct control: you can make a legally recognized choice rather than relying on a company’s general privacy settings.
- It can limit cross-site advertising profiles: stopping sharing for cross-context behavioral advertising can reduce the use of your activity across businesses to target ads.
- It can work across many websites: an opt-out preference signal can communicate your choice automatically to sites that process it.
- It does not require a purchase: California provides the right through a business’s request method or a supported browser/device signal; no particular privacy product is necessary.
How to opt out
Option 1: Use the business’s privacy link
- Look in the website header or footer for “Do Not Sell or Share My Personal Information,” “Your Privacy Choices,” or “Your California Privacy Choices.”
- Open the link. It should either apply the opt-out directly or take you to a page where you can make the choice.
- Follow the business’s designated request method and save any confirmation or reference number.
A covered business that sells or shares personal information must provide at least two designated methods for opt-out requests. If it collects personal information online, one method generally must be an opt-out preference signal, along with at least one additional method.
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Option 2: Enable an opt-out preference signal
A browser setting or extension may send an opt-out preference signal, such as Global Privacy Control. When the regulation applies and the business sells or shares personal information, it must process a qualifying signal as an opt-out request for the browser or device and the associated profile.
This can reduce the need to submit a separate request on every site. However, a browser signal may not contain enough information to apply the request to offline selling. A business may therefore need an additional identification step for records that are not connected to the browser or device.
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Business link versus browser signal
| Route | Best for | What it does | Important limit |
|---|---|---|---|
| Business-specific link or request method | A choice directed to one company, including information connected to an offline account or relationship | Lets you submit the opt-out through that business’s designated process | You may need to repeat the process at other businesses |
| Browser or device opt-out preference signal | Reducing repeated requests across participating websites | Communicates your opt-out preference automatically to businesses that process the signal | The signal may not identify information held offline, so an additional step may be needed |
What a business may—and may not—ask you to do
A business generally cannot require you to create an account or submit a verifiable consumer request merely to process an opt-out. It may request information needed to identify you when that is necessary, but it should comply without collecting additional information when it can process the request without it.
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Do not assume that accepting or rejecting a general cookie banner exercises this right. The regulations state that a cookie banner or cookie-settings panel alone is not an acceptable opt-out request method.
If the opt-out is hard to find or does not work
- Check the site’s privacy policy for its listed privacy contact method.
- Tell the business that you are exercising the CCPA opt-out of sale and sharing and describe what failed, such as a missing link, broken form or unsupported signal.
- Keep screenshots, dates and confirmation messages.
- If the business still does not provide a usable route, submit a complaint to the California Privacy Protection Agency.
How the rule fits into California privacy law
The CPRA is not a separate standalone privacy law. It amended the CCPA, and the relevant amendments took effect January 1, 2023. The California Privacy Protection Agency’s statute and regulations are marked effective January 1, 2026; the Agency says its 2025 regulatory amendments were approved and filed on September 22, 2025.
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Requirements can depend on whether a business is covered, what activity qualifies as a sale or sharing, and whether the information is online or offline. For an authoritative answer about a particular situation, read the current CCPA statute and regulations rather than relying on a general explanation.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Frequently Asked Questions
What does “Do Not Sell or Share My Personal Information” mean?
It is a CCPA opt-out request telling a covered business not to sell your personal information or share it for cross-context behavioral advertising.
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Does Global Privacy Control opt me out automatically?
A supported opt-out preference signal can communicate your choice automatically to businesses that process it. It may not provide enough information to cover offline records, so a business-specific request can still be necessary.
Can a website make me create an account to opt out?
Generally, no. A business usually cannot require an account or a verifiable consumer request just to process the opt-out, although it may ask for information needed to identify you when necessary.
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