What Percentage of Do Not Sell Requests Do Retailers Deny Each Year?
The CCPA Regulations require that businesses that buy, receive, sell, or share personal information about more than 10 million Californians disclose metrics within their privacy notices regarding the quantity of data subject requests that they received in the previous calendar year. Among other things, businesses that sell personal information must report on the percentage of Do Not Sell requests that the business denies.1
Based upon a review of the websites of the Fortune 500, retailers denied on average 1.7% of the Do Not Sell requests that they received.2
1 Cal. Code Regs. tit. 11, § 999.317(g) (2021).
2 Review was conducted in August of 2021.