designed to reduce undue cross-site tracking. In addition, laws such as the European Union's General Data Protection Regulation (GDPR) have imposed restrictions on how companies are to store and process personal information. Princeton University associate professor of computer science Jonathan Mayer, who was a member of the W3C's working group for DNT, argued that the concept is a "failed experiment". Global Privacy Control Global Privacy Control (GPC) is a proposed HTTP header field and DOM property that can be used to inform websites of the user's wish to have their information not be sold or used by ad trackers. GPC was developed in 2020 by privacy technology researchers such as Wesleyan University professor Sebastian Zimmeck and former Chief Technologist of the Federal Trade Commission Ashkan Soltani, as well as a group of privacy-focused companies including the Electronic Frontier Foundation and Automattic, the owner of Tumblr and WordPress. The signal has been implemented by privacy extension DuckDuckGo, The New York Times, and privacy browser Brave and is supported by Firefox creator, Mozilla as well as former California Attorney General Xavier Becerra. GPC is a spiritual successor to the Do Not Track header that was created in 2009 but didn't find widespread success due to the lack of legislation that would require companies to legally respect the Do Not Track header. GPC is a valid Do Not Sell My Personal Information signal according to the California Consumer Privacy Act (CCPA), which stipulates that websites are legally required to respect a signal sent by users who want to opt-out of having their personal data sold. In July 2021, the California Attorney General clarified through an FAQ that under law, the Global Privacy Control signal must be honored. On August 24, 2022, the California Attorney General announced Sephora paid a $1.2-million settlement for allegedly failing to process opt-out requests via a user-enabled global privacy control signal. See also Do Not Track legislation Common non-standard request headers Direct Marketing Association Better Business Bureau Evil bit DoNotTrackMe P3P References External links IETF Internet Draft: Do Not Track: A Universal Third-Party Web Tracking Opt Out, March 7, 2011 Do Not Track at Electronic Frontier Foundation Do Not Track at Mozilla Hypertext Transfer Protocol headers Internet privacy