A new privacy study reveals major data brokers and AI companies deliberately deceive consumers attempting to opt out of personal data sales. Researchers audited 38 major firms, finding fake forms, buried links, and multi-step processes designed to prevent users from exercising their privacy rights. The deceptive practices extend to industry giants including Google, Meta, and OpenAI, who fail to provide proper opt-out mechanisms.

People-search brokers emerged as among the worst offenders. Companies like Spokeo, Whitepages, and National Public Data offer no genuine opt-out option, instead requiring users to remove individual listings one at a time. OpenAI's form doesn't allow opting out of data sales, only removing information from ChatGPT responses—a distinction the study highlights as fundamentally misleading.

The audit demonstrates systemic failures in data protection across the industry. OpenAI claims not to sell user data while admitting sharing information with marketing partners for targeted advertising. Researchers conclude these practices highlight the urgent need for federal privacy laws with the strength of Europe's GDPR to protect consumer rights in the digital marketplace.