Opt-outs, including Global Privacy Control, applied to one device only.
The Etalon platform
Privacy
enforcement.
At the tracking layer.
See which marketing tags keep firing after a visitor opts out. Etalon helps you find the gap, enforce the choice, and verify the result — under U.S. state privacy laws, GDPR in the EU and UK, and Google Consent Mode v2.
About 60 seconds. One audit scan every 30 days.
The free plan does not expire.
- Compliance
- Etalon Spectra scans your site in about 60 seconds, names every tag still firing after opt-out and provides the solutions for every major CMP.
- Engineering
- Enforcing opt-outs takes visibility away from your analytics. If you do not have an in-house marketing analytics specialist, Etalon engineers can rebuild tracking & measurement so compliance does not cost you your data and insights.
BUILT FOR U.S. STATE PRIVACY REQUIREMENTS.Explore state coverage
Why now
Regulators stopped reading banners.
They test what fires.
In September 2025, California, Colorado and Connecticut launched a joint sweep of businesses ignoring Global Privacy Control. California has since fined companies whose opt-outs didn't work end to end:
"Do Not Sell" links that didn't work. Global Privacy Control ignored.
Cookies, trackers and ad pixels.
Global Privacy Control ignored. Opting out took more clicks than opting in.
Each CCPA violation can cost up to $7,988. California's wiretap law adds $5,000 per violation in private lawsuits. Spectra checks what regulators and plaintiffs' firms check: what still fires after a visitor says no.
Sources: California Attorney General, California Privacy Protection Agency, Connecticut Attorney General.
Who it's for
Built for organizations that can't afford a tracking leak.
If your site sets cookies or loads tracking scripts — hard-coded into the site, running through Google Tag Manager, or a mix of both — and a privacy failure would cost you more than a fine, Spectra is built for you.
Financial services
Banks, credit unions, lenders, insurers and fintechs. Tracking on login, application and calculator pages can expose financial signals. One leak is a regulatory and reputational problem.
Healthcare
Hospitals, clinics, telehealth and health apps. Tracking pixels on appointment and patient pages are behind a wave of privacy lawsuits.
SaaS and technology
Customer security reviews ask how you handle tracking and consent. An Etalon Compliance Certificate answers the question.
Retail and e-commerce
Retailers and consumer brands have faced many of the largest privacy fines so far: broken opt-out links, ignored privacy signals, cookie banners that didn't work.
Media and publishing
Dozens of ad vendors on every page. Spectra shows which ones ignore the visitor's choice.
Government and public sector
Agencies and municipalities. Residents expect their choices to be honored on public websites, and public trust is harder to rebuild than a tag.
01 / Consent banner audit
Your banner looks fine.
Your tags may not be listening.
Most consent banners work on the surface. Underneath, one misconfigured tag or a missed setting is enough to keep sending data after a visitor says no. That's a privacy violation. Spectra clicks "Reject" the way a real visitor would, then shows you exactly which tags keep firing: page by page, state by state, across every domain you own.
Simulate an opt-out, then apply enforcement. See the non-permitted marketing route stop while the tracking you're allowed to keep remains.
A the visitor's choice is the input.
Tag behavior is the evidence.
EtalonInteractive example
Illustrative diagnostic
Does the choice reach the tags?
01 Ready
02 Opted out
03 Enforced
Visitor choiceNo opt-out sent
READYTag layerEnforcement not applied
OFFMarketing tagWaiting to test behavior
UNTESTEDMeasurement pathWaiting to test behavior
UNTESTEDStart with the visitor’s choice.Simulate an opt-out to follow the signal.
Illustrative behavior only. No live site is being scanned.
02 / U.S. state coverage
U.S. state-level
compliance.
20 active states.
One technical enforcement layer.
Etalon covers marketing-tag opt-out enforcement across 20 states with privacy laws in force. Find what keeps firing, apply the right enforcement, and verify that the visitor’s choice reaches your tags.
Etalon monitors legislation, rule changes, and enforcement dates, and keeps the engine up to date as requirements change. We add state coverage as new laws take effect.
Active coverage 20 states
Coverage as of September 9, 2026
California
CCPA + CPRA
California Consumer Privacy Act, as amended by the California Privacy Rights Act
Colorado
CPA
Colorado Privacy Act
Connecticut
CTDPA
Connecticut Data Privacy Act
Delaware
DPDPA
Delaware Personal Data Privacy Act
Florida
FDBR
Florida Digital Bill of Rights
Indiana
INCDPA
Indiana Consumer Data Protection Act
Iowa
ICDPA
Iowa Consumer Data Protection Act
Kentucky
KCDPA
Kentucky Consumer Data Protection Act
Maryland
MODPA
Maryland Online Data Privacy Act
Minnesota
MNCDPA
Minnesota Consumer Data Privacy Act
Montana
MCDPA
Montana Consumer Data Privacy Act
Nebraska
NDPA
Nebraska Data Privacy Act
New Hampshire
NHPA
New Hampshire Privacy Act
New Jersey
NJDPA
New Jersey Data Privacy Act
Oregon
OCPA
Oregon Consumer Privacy Act
Rhode Island
RIDTPPA
Rhode Island Data Transparency and Privacy Protection Act
Tennessee
TIPA
Tennessee Information Protection Act
Texas
TDPSA
Texas Data Privacy and Security Act
Utah
UCPA
Utah Consumer Privacy Act
Virginia
VCDPA
Virginia Consumer Data Protection Act
Enacted. Coming next. 4 states
Planned coverage as these laws take effect
Oklahoma
Oklahoma Consumer Data Privacy Act
SB 546
Law effectiveView legislationLouisiana
Louisiana Data Privacy Act
SB 386 · Act 502
Law effectiveView legislationAlabama
Alabama Personal Data Protection Act
HB 351
Law effectiveView legislationVermont
Vermont Data Privacy and Online Surveillance Act
S.71 · Act 145
Law effectiveView legislation
California’s CCPA and CPRA are grouped under one state. Applicability and exemptions vary; Florida’s Digital Bill of Rights has a narrower scope.
Technical enforcement, not legal advice.
European coverage EU + UK
Google Consent Mode v2 validation is included for both.
European Union
GDPR + ePrivacy
General Data Protection Regulation and the ePrivacy rules
United Kingdom
UK GDPR + PECR
UK GDPR and the Privacy and Electronic Communications Regulations
03 / Works with your CMP
Keep your CMP.
Make the choice count.
Etalon integrates with the major consent management platforms you already use: OneTrust, Cookiebot, Usercentrics, Osano, Termly, and CookieYes. Connect your existing CMP to opt-out enforcement in Google Tag Manager, then verify what your tags actually do.
Your CMP captures the choice. Etalon enforces it at the tag layer and verifies the result.
See how enforcement works04 / Two parts. One system.
The privacy choice sets the rules.
Engineering makes the tracking you're allowed to keep work.
Etalon
- Scan
Scan the live site for tags that keep firing after opt-out.
- Enforce
Configure Etalon Opt-Out Mode in Google Tag Manager to enforce the visitor’s choice.
- Verify
Re-scan the implementation and issue a 90-day Etalon Compliance Certificate.
Technical enforcement, not legal advice.
Enforcement defines the tracking you're allowed to keep.
Enforcement changes what analytics can see. Etalon restructures server-side tagging, Consent Mode and Etalon Opt-Out Mode coexistence, and conversion tracking so the data that is permitted to flow remains clean and decision-useful.
- Server-side tagging architecture
- Consent Mode and Etalon Opt-Out Mode coexistence
- Reliable conversion and attribution logic
- Audit and migration of the measurement stack
05 / The operating path
One path. End to end.
- 01
Scan
Test what fires after an opt-out.
- 02
Enforce
Configure the tag layer to honor the choice.
- 03
Engineer
Preserve accurate measurement within the tracking you're allowed to keep.
- 04
Verify
Re-test the behavior and document the result.
06 / The evidence
The difference is
in what fires.
Stop the tracking that should have stopped.
Keep the data you're allowed to use.
Opt-out enforcement / audit viewIllustrative example
Before enforcement
× FAIL- Visitor choice
- Opt-out recorded
- Enforcement
- Not applied
- Marketing route
- Still firing
- Measurement
- Not yet verified
The banner recorded a choice.
The tag did not obey it.
After enforcement
✓ VERIFIED- Visitor choice
- Opt-out recorded
- Enforcement
- Active
- Marketing route
- Tracking that should have stopped is blocked
- Measurement
- The tracking you're allowed to keep remains
The choice is enforced.
Useful measurement remains available.
Works with the consent platform and analytics stack you already use. Etalon adds technical enforcement and measurement engineering; it does not replace your CMP.
Start with the evidence
See what still fires
after opt-out.
Scan your site free Talk to an engineer
About 60 seconds. One audit scan every 30 days.
The free plan does not expire.