VCDPA: Virginia Consumer Data Protection Act
Understand the Virginia Consumer Data Protection Act (VCDPA) and how to manage opt-outs for targeted advertising and data sales.
The Virginia Consumer Data Protection Act (VCDPA) establishes comprehensive privacy rights for residents of Virginia. It allows consumers to access, correct, delete, and obtain a copy of their personal data, while placing strict obligations on businesses acting as data controllers.
A key component of the VCDPA is the absolute right for consumers to opt out of the processing of personal data for purposes of targeted advertising, the sale of personal data, or profiling. Your User Consent Management Platform (CMP) must effectively capture these opt-out signals.
When a Virginia resident opts out, the CMP must restrict tags and tracking scripts. This is where integrations like Microsoft UET and Google Consent Mode V2 become vital, dynamically ensuring that advertising networks stop building profiles based on that user's activity, aligning your practices with similar laws like the CTDPA and CCPA/CPRA.
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