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Data Brokers’ and AI Firms’ Opt-Out Forms Are Built to Fail, Report Finds
Key Excerpts from Article on Website of Wired
Posted: June 10th, 2026
https://www.wired.com/story/data-brokers-and-ai-firms-opt-ou...
Some of the largest data-collecting companies in the United States—including major AI vendors, data brokers, defense contractors, and dating apps—rely on deceptive methods to keep consumers from opting out of the sale and sharing of their personal information. Researchers at [the Electronic Privacy Information Center] audited the opt-out processes of 38 major data companies and documented at least eight distinct categories of manipulative design: Opt-out forms that don't actually let users opt out of the sale of their data. Links that are buried in fine print and missing from homepages. Consumers routed through multiple separate forms to complete a single request. And requirements that users create accounts or pay for subscriptions before opting out at all, among others. Major companies offering large language models, such as Google, Meta, and OpenAI, fail to clearly link their opt-out forms from their homepages or privacy policies, according to the report, and several require consumers to submit multiple separate forms to complete a single request. OpenAI's form, when a consumer finds it, does not offer a way to opt out of the sale or transfer of personal data. What it offers instead is an option to “remove personal information from ChatGPT responses,” which EPIC says is a filter on the chatbot's output, not the removal of any underlying data. Researchers found that the people-search brokers they audited—Spokeo, Whitepages, and National Public Data—do not offer consumers a way to opt out of the sale or transfer of their data at all. Instead, the companies offer a process for removing individual listings by URL, one at a time, with no commitment to stop selling that same person's information in the future.
Note: The owner of a data broker company once bragged about having highly detailed personal information on nearly all internet users. For more along these lines, read our concise summaries of news articles on Big Tech and the disappearance of privacy.
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