California residents can tell Unity to stop selling or sharing their personal data with advertisers by visiting privacy.unity.com or clicking the opt-out link on Unity's website.
This analysis describes what Unity'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
Under California's CPRA, the right to opt out of sharing data for cross-context behavioral advertising applies even when no money changes hands, giving California residents meaningful control over how their advertising profile is used.
California residents can exercise their CPRA opt-out rights to prevent Unity from sharing their advertising identifier and behavioral data with third-party ad partners, which would limit cross-app advertising profiling based on their gaming activity.
How other platforms handle this
California law gives residents the right to know what personal information we collect, use, share or sell; to delete personal information under certain circumstances; to opt-out of the sale or sharing of their personal information; to correct inaccurate personal information; to limit the use and dis...
If you are a California resident, you have certain rights with respect to your personal information, including: The right to know about the personal information we collect, use, disclose, and sell. The right to delete your personal information. The right to opt out of the sale or sharing of your per...
If you are a California resident, you have the right to opt out of the sale or sharing of your personal information. You also have the right to know what personal information we have collected about you, the right to delete your personal information, the right to correct inaccurate personal informat...
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"If you are a California resident, you have the right to opt out of the sale or sharing of your personal information. Unity may sell or share personal information, including advertising identifiers and behavioral data, with third-party advertising partners. To exercise your right to opt out of the sale or sharing of your personal information, please visit our privacy preference portal at privacy.unity.com or click the 'Do Not Sell or Share My Personal Information' link.— Excerpt from Unity's Unity Privacy Policy
REGULATORY LANDSCAPE: This provision implements CCPA as amended by CPRA, enforced by the California Privacy Protection Agency (CPPA) and the California Attorney General. CPRA expanded the right to opt out to include sharing of personal information for cross-context behavioral advertising, not just monetary sales. Unity's disclosure that it sells or shares personal information including advertising identifiers and behavioral data triggers the requirement to honor Global Privacy Control signals under CPRA regulations. The FTC's broader authority over deceptive practices provides a parallel federal enforcement pathway. GOVERNANCE EXPOSURE: Medium. Unity's disclosure of data sale and sharing and provision of an opt-out mechanism is facially compliant with CCPA and CPRA requirements. The key compliance risk is whether the opt-out mechanism functions correctly at the SDK level and whether Global Privacy Control signals are honored as required by CPRA regulations finalized by the CPPA. JURISDICTION FLAGS: This provision applies specifically to California residents. Other US states with comprehensive privacy laws (Virginia, Colorado, Connecticut, Texas, and others) have similar but not identical opt-out rights, and Unity's policy may need to address those rights separately. The CPPA's enforcement authority and rulemaking activity around GPC and opt-out mechanisms is an active compliance area. CONTRACT AND VENDOR IMPLICATIONS: Organizations using Unity's ad services should confirm in their vendor agreements whether Unity qualifies as a service provider (with a no-sale restriction), contractor, or third party under CPRA, as this classification affects both parties' compliance obligations. If Unity is classified as a third party receiving data for its own purposes, first-party publishers must provide the opt-out link to their California users. COMPLIANCE CONSIDERATIONS: Compliance teams should test the privacy.unity.com opt-out portal to confirm it functions correctly and that opt-out signals are passed to Unity's advertising infrastructure. GPC signal detection and honoring should be audited. Organizations should also assess whether their own privacy notices adequately disclose Unity as a data-sharing recipient for California purposes.
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Under California's CPRA, the right to opt out of sharing data for cross-context behavioral advertising applies even when no money changes hands, giving California residents meaningful control over how their advertising profile is used.
California residents can exercise their CPRA opt-out rights to prevent Unity from sharing their advertising identifier and behavioral data with third-party ad partners, which would limit cross-app advertising profiling based on their gaming activity.
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