Colorado Governor Signs Privacy Law Giving Consumers Right To Reject Ad Targeting (

Colorado Governor Jared Polis has signed into law a privacy bill that will require companies to honor people’s requests to opt out of targeted advertising — including requests that consumers make through browser settings or other global mechanisms.

With the move, Colorado is joining California, Virginia and Maine in requiring companies to allow state residents to wield more control over ad personalization.

Colorado’s “Protect Personal Data Privacy” (SB 21-190), signed Wednesday and slated to take effect in July of 2023, obligates companies to allow state residents opt out of the processing of their personal data for ad targeting.

Personal data includes information that’s “linked or reasonably linkable” to identified or identifiable individuals — which covers a great deal of data used for personalized ads.
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