Big Tech, Advertisers Fight California Privacy Rule Proposal

Tech giants like Google and Meta Platforms Inc. along with other businesses would have their advertising models upended in California under proposed state agency rules that would limit the consumer data they could take for behavioral ads.

Tech and advertising trade groups have ramped up their opposition against the California Privacy Protection Agency’s draft rules, with comments due by Feb. 19. Those rules would grant state residents ways to limit their data from being used in automated technology, such as training AI models.

The proposal would also give consumers a greater ability to opt out of behavioral advertising — ...