Opt-out
Opt-out is a privacy model in which data collection or use is allowed by default and the person can tell the business to stop, as with the right to opt out of the sale or sharing of personal information under US state laws.California built its cookie rules on opt-out. Section 1798.120 of the California Civil Code gives consumers the right, at any time, to direct a business not to sell or share their personal information, and section 1798.135 tells businesses to offer it through a clear and conspicuous link on their homepage titled "Do Not Sell or Share My Personal Information". A companion right in section 1798.121 lets consumers limit the use of sensitive data. The CCPA regulations require businesses to treat an opt-out preference signal such as Global Privacy Control as a valid request.
For a website, the opt-out applies mainly to advertising tags. Pixels and marketing cookies run when the page loads, and once the visitor opts out, or the browser sends GPC, the site must stop the tags that sell or share data with third parties for that browser. Analytics run by a service provider for the site alone are usually not a sale or sharing.
Most other US state privacy laws follow the same pattern, with rights to opt out of targeted advertising, sales and some profiling; see US state privacy laws. In the EU and the UK, an opt-out banner for non-essential cookies does not satisfy the law, because consent has to come first.