Big tech fails to opt-out users requesting not to be tracked much of the time, new research says

Steven

Big tech fails to opt-out users requesting not to be tracked much of the time, new research says

Summary

New research from privacy audit group webXray analysed California web traffic in March and found that 194 online advertising services routinely ignore Global Privacy Control (GPC) opt-out signals. The audit alleges major platforms frequently set advertising cookies even when users have signalled they do not want to be tracked under the California Consumer Privacy Act (CCPA).

The report highlights alleged non-compliance rates for large firms: Google is said to ignore GPC opt-outs 86% of the time, Meta 69%, and Microsoft 50%. webXray includes network traffic captures it says show servers responding to opt-out signals with commands that create advertising cookies. Companies named in the report dispute the findings, saying they honour opt-outs as required or that certain cookies are operationally necessary.

Key Points

  • webXray audited California web traffic in March and found 194 ad services ignoring GPC opt-out signals.
  • Google allegedly ignored GPC-based opt-outs 86% of the time; the report includes network captures claiming Google servers still set an advertising cookie named IDE.
  • Meta reportedly failed to honour opt-outs 69% of the time; webXray says Meta’s code does not check for global opt-out signals and still fires tracking events.
  • Microsoft is said to have a 50% failure rate; the company says some cookies are necessary for operational reasons even when a GPC signal is present.
  • California has previously fined companies for ignoring GPC — Sephora ($1.2m) and Disney ($2.75m) are cited as past enforcement actions.

Why should I read this?

Short version: if you click a ‘don’t track me’ toggle and still see ad cookies, that matters. This piece lays out who’s allegedly dodging those opt-outs and why regulators and privacy-conscious users should care — fast, clear and worth a skim if you value online privacy.

Author style

Punchy. The reporting flags a significant compliance gap from some of the biggest ad players — read the detail if you care about how your privacy choices are acted on (or ignored).

Context and Relevance

The findings matter for privacy policy, enforcement and everyday web users. GPC is a standardised browser-level signal intended to automate opt-outs under laws such as the CCPA. If major ad platforms ignore that signal, it undermines regulatory intent and user control, and could prompt further enforcement or technical countermeasures. The story ties into wider trends: rising scrutiny of ad tech, increased regulatory fines, and growing demand for reliable privacy signals that actually change behaviour.

Source

Source: https://therecord.media/big-tech-fails-to-opt-out-users-requesting-not-to-be-tracked