On Jan. 28, California Attorney General Becerra tweeted his support for a newly developed privacy tool that may function as a means for universal opt out.

“#CCPA requires businesses to treat a user-enabled global privacy control as a legally valid consumer request to opt out of the sale of their data. CCPA opened the door to developing a technical standard, like the GPC, which satisfies this legal requirement & protects privacy.”

GPC stands for Global Privacy Control, a browser extension that can be downloaded and is compatible with a few commercial browsers, but it does not currently have integrations with browsers that have the greatest market share. Instead of having to submit opt outs on each website a user visits, the GPC would allow a user to enable a “do not sell” switch on supported browsers that operates across all websites they visit without the need for them to take any additional actions.

Multiple ad industry groups came together to oppose this endorsement (this includes the Association of National Advertisers, American Association of Advertising Agencies, Interactive Advertising Bureau and the American Advertising Federation) and have stated that they intend to ask Attorney General Becerra to reconsider.