Residents of 19 U.S. states can opt out of NBCUniversal selling or sharing their personal information for targeted advertising. The data shared for this purpose includes browsing history, location, device identifiers, and inferred data.
This analysis describes what Peacock's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
The opt-out right is meaningful but requires affirmative action on every browser and device separately, and users outside the listed 19 states may have no enforceable opt-out right under this policy regardless of their preferences.
If you live in one of the 19 listed states and do not opt out, NBCUniversal will continue to share your browsing history, location data, and inferred preferences with advertising partners and social media platforms for targeted advertising purposes.
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"California, Colorado, Connecticut, Delaware, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, and Virginia residents may opt out of the 'sale' of their personal information. Such residents may also opt out of the sharing or processing of their personal information for targeted advertising. We provide third parties such as advertising partners, certain third party partners, and social media platforms, information including identification and demographics; device information and identifiers, such as IP address, and unique advertising identifiers and cookies; connection and usage information, such as browsing history or app usage; certain contact information; geolocation information, such as city; and inference data in order to recognize you across devices and enable marketing to you and delivery of targeted advertising on the NBCUniversal Services or on other sites.— Excerpt from Peacock's Peacock Privacy Policy
REGULATORY LANDSCAPE: This provision directly engages CCPA/CPRA, the Colorado Privacy Act, Connecticut's CTDPA, Virginia's VCDPA, and equivalent statutes in the other listed states. These laws require businesses to provide a clear and conspicuous opt-out mechanism, and several states require recognition of universal opt-out signals such as Global Privacy Control. The FTC has authority over deceptive representations about opt-out effectiveness. The policy's acknowledgment that opt-outs may not be honored by all third parties even after the user takes required steps creates a potential tension with the completeness of the opt-out mechanism. GOVERNANCE EXPOSURE: High. The device- and browser-specific opt-out architecture may not satisfy emerging state requirements for universal opt-out signal recognition. The policy's statement that NBCUniversal 'cannot ensure your opt out of sale or sharing/processing for targeted advertising data choices will be honored by all third parties' warrants review against state law requirements that impose joint liability for third-party non-compliance in certain contexts. JURISDICTION FLAGS: California's CPRA requires recognition of Global Privacy Control as a valid opt-out signal. Colorado's CPA similarly mandates recognition of universal opt-out signals by July 2024. States not listed in the policy (and users who cannot be geolocated to a listed state) have no opt-out mechanism under this policy's terms. EU and UK users have separate rights under GDPR that are governed by the legal bases section rather than this opt-out framework. CONTRACT AND VENDOR IMPLICATIONS: Advertising partners and social media platforms receiving data through this sharing arrangement should be assessed as to whether their data use agreements qualify them as service providers or contractors under applicable state law, or whether the disclosure constitutes a sale triggering additional obligations. COMPLIANCE CONSIDERATIONS: Compliance teams should audit whether the 'Your Privacy Choices' link is consistently available across all NBCUniversal brands and services, whether Global Privacy Control signals are recognized across all properties, and whether the opt-out suppression list process meets state law timelines for honoring opt-out requests.
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The opt-out right is meaningful but requires affirmative action on every browser and device separately, and users outside the listed 19 states may have no enforceable opt-out right under this policy regardless of their preferences.
If you live in one of the 19 listed states and do not opt out, NBCUniversal will continue to share your browsing history, location data, and inferred preferences with advertising partners and social media platforms for targeted advertising purposes.
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