Compliance & regulatory
CCPA / CPRA
California's GDPR-equivalent consumer-privacy law.
CCPA (California Consumer Privacy Act, 2020) and its successor CPRA (California Privacy Rights Act, 2023) give California residents the right to know what data a company holds, to delete it, and to opt out of 'sale or sharing' of personal data — including the cross-site cookies and pixels affiliate marketers use. Mandates a 'Do Not Sell or Share My Personal Information' link. Enforced by the California Privacy Protection Agency.
Example
DTC brand adds a 'Do Not Sell My Info' link in the footer that toggles all ad pixels off via the CMP — required for any site doing >$25M revenue with California users.