States have recently taken important steps toward implementing so-called “Universal Opt-Out Mechanisms” (“UOOMs”), which will provide consumers with a method for automatically exercising privacy rights.  UOOMs, sometimes referred to as opt-out preference signals, are user enabled features, typically within the user’s browser or through a browser add-on, that send a signal to each website the user visits to communicate the user’s preference to opt-out of certain target advertising (and potentially other uses of data discussed below).  Several states have adopted a requirement to honor UOOMs as part of their “comprehensive” privacy law. New Jersey, which has recently enacted a comprehensive privacy law, includes an UOOMs requirement that, unique among state legislation, would extend the right to opt-out through UOOMs to include opting out of the use of automated decisionmaking technologies.  Businesses may struggle to implement technical solutions for responding to UOOMs, particularly if the specifications for UOOMs vary between states.  Businesses should work with their IT teams or website providers to ensure they have developed solutions to comply, if they have not done so already.Continue Reading States Move Forward with Automated Privacy Opt-Out Signals; Colorado Approves First Universal Opt-Out Mechanism