9/16/2025 2:28:34 PM | less than a minute read

The NAI Sunsets Its Legacy Opt-out Tools

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Jessica Lee

Chief Privacy & Security Partner; Chair, Privacy, Security & Data Innovations

Get in touch

Jessica Lee

Chief Privacy & Security Partner; Chair, Privacy, Security & Data Innovations

As of September 15, 2025, the NAI has discontinued its cookie- and email-based opt-out tools. Companies should update their privacy policies accordingly, as links to the NAI tool will no longer function.

This change comes as the NAI leans into its Self-Regulatory Framework and away from legacy opt-out tools that may be redundant in the current era, where state laws now require consumer opt-outs that go beyond the historical self-regulatory options. The NAI has also released a Global Privacy Control extension, and is launching a task force focused on enhancing the consumer choice experience across platforms.

The NAI is committed to advancing a safer digital advertising ecosystem—one built on privacy, accountability and trust. These new resources are a critical step forward in aligning our mission with modern privacy expectations and legal standards.

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