"Google's failure to honor the GPC opt-out signal is easy to find in network traffic. When a browser using GPC connects to Google’s servers it encodes the opt-out signal by sending the code 'sec-gpc: 1.' This means Google should not return cookies. However, when Google’s server responds to the network request with the opt-out it explicitly responds with a command to create an advertising cookie named IDE using the 'set-cookie' command. This non-compliance is easy to spot, hiding in plain sight."
"The webXray audit indicated that Microsoft fails to opt out users in the same way as Google, with a failure rate of 50 percent in the web traffic observed. Meta's failure rate was 69 percent and was described as a bit more comprehensive."
An independent privacy audit revealed that Microsoft, Meta, and Google may be in violation of California's privacy regulations, potentially incurring billions in fines. The audit found that 55% of websites set ad cookies despite user opt-out requests. Google failed to honor opt-out signals 87% of the time, while Microsoft and Meta had failure rates of 50% and 69%, respectively. The California Consumer Privacy Act allows users to opt out of personal information sales, and the Global Privacy Control system is designed to facilitate this process.
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