Study Finds Data Brokers and AI Firms Use Confusing Opt-Out Processes

A study of 38 data collection companies found that many use design practices that complicate efforts to opt out of data sales and sharing. Researchers documented at least eight categories of these practices. They include forms that do not actually stop the sale of data, links placed only in fine print, and requirements that users create accounts or pay for subscriptions before submitting a request.

Major companies offering large language models do not clearly link their opt-out forms from homepages or privacy policies, according to the report. Several require users to submit multiple separate forms to complete a single request. OpenAI's form offers an option to remove personal information from ChatGPT responses rather than stopping the sale or transfer of underlying data.

Researchers were unable to locate opt-out processes on Meta, X, OpenAI, and Tinder without first logging in.

People-search brokers Spokeo, Whitepages, and National Public Data do not offer a way to opt out of the sale or transfer of data. Instead, they provide processes for removing individual listings by URL, one at a time, with no commitment to stop selling the same information in the future.

Spokeo states that information may reappear without notice and instructs users to regularly check the site. Whitepages requires users to submit URLs for every listing, but full reports are available only through a paid subscription.

Amazon stated that it does not sell customer personal information and that customers are opted out by default. A company spokesperson said opt-out options are available through advertising preferences pages and device privacy settings. OpenAI stated that it does not sell user data but shares limited data with marketing partners.

A company spokesperson said the firm provides straightforward ways to control data use directly in its apps. HireVue disputed the report's findings on scope, saying its public privacy policy applies only to visitors of its marketing website. SoundThinking said its opt-out forms appear at the bottom of its privacy policy page along with a customer help phone number.

Google, Meta, Spokeo, Whitepages, National Public Data, Bumble, X, DataTrust, Palantir, TikTok, and Tinder did not respond to requests for comment or did not immediately provide statements.