A sale by any other name, part 2.

Consumer rights advocates want the California Attorney General to clarify the definition of “sale.”

“The Attorney General should promulgate regulations reflecting that the transfer of data between unrelated companies for any commercial purpose falls under the definition of sale, so that consumers can opt-out of the sharing of their data for targeted advertising,” contends a coalition of consumer rights advocates that includes Consumer Reports, the ACLU and the Center for Digital Democracy.

The regulations, they request, should

  • make clear that the “business purposes” exception doesn’t apply when ad tech companies engage in behavioral advertising.
  • specify that when consumers opt out, data can’t be shared for targeted advertising, even when the company receiving the data is a “service provider.”

Details from MediaPost.