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US Privacy Signal Deprecation Deadline Extended To September 30, 2023

IAB Tech Lab will extend support for the US Privacy signal until September 30, 2023. This is an extension beyond the original deprecation deadline of July 1, 2023. Specifically, the US Privacy String will be deprecated, while the Data Deletion Request Handling mechanism will retain continued support beyond September 30th. The extension aims to provide businesses with more time to align their privacy practices with evolving privacy legislation. The US Privacy signal was originally developed with specific support of CCPA compliance. However, with the CPRA & other US State privacy laws, there is a need to enhance privacy standards and simplify compliance processes.

The increased volume of state privacy laws have played a significant role in encouraging businesses to switch to the updated privacy signaling framework– IAB Tech Lab’s Global Privacy Platform (GPP). In 2023 alone, there are five US States with effective privacy laws:

  • Virginia Consumer Data Protection Act: effective Jan 1, 2023
  • California Privacy Rights Act: fully operative Jan 1, 2023 & enforcement effective July 1, 2023 
  • Colorado Privacy Act: effective July 1, 2023 
  • Connecticut Data Privacy Act: effective July 1, 2023
  • Utah Consumer Privacy Act: effective Dec 31, 2023

The new state privacy signals from VA, CO, CT, & UT are not supported by the legacy US Privacy signal. However, these new state signals are supported by the GPP. We recommend that you check the IAPP State Privacy Law Chart for up to date tracking on the status of state privacy laws.

While IAB Tech Lab has extended support for the US Privacy signal to September 30, 2023, it is highly recommended to adopt the Global Privacy Platform well in advance of the deprecation date. With multiple state privacy laws entering their effective period in 2023 it is important to focus on your approach to privacy. The GPP is the only privacy signaling mechanism available to signal consumer privacy choices for all US states with privacy laws and it will be the standard for each additional state with privacy laws in the future.
Please visit here to learn more about the Global Privacy Platform.


Jared Moscow
Director of Product, Privacy & Addressability
IAB Tech Lab