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The association argues that the proposed rule would be inimical to customer interests.

The Association of National Advertisers has urged the state of California to revise a planned Do-not-track rule that would make businesses to respect opt-out requests made through browsers, plug-ins or privacy settings. The proposal, which is part of California's new Consumer Privacy Act will go into effect in January.

Currently, a vast majority of businesses ignore opt-outs used by Chrome, Firefox and other browsers. The ANA has argued that the change would take away the consumer’s ability to choose which companies can sell personal data.

“This mandate will harm consumers, as it could be interpreted to remove their ability to set granular preferences,” the ANA said in a prepared testimony submitted to California Attorney General Xavier Becerra. The Association has also raised objections to a few other proposed regulations.

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