A recent investigation by the Electronic Privacy Information Center (EPIC) reveals that 38 major data companies employ a suite of misleading design tricks to thwart users’ attempts to opt out of data sharing. The study, released this week, catalogues eight distinct deceptive practices—from buried links to mandatory subscriptions—raising fresh concerns about consumer privacy and safety.

EPIC flags 38 data firms for eight deceptive tactics

According to EPIC, the research team examined the opt‑out mechanisms of 38 leading data brokers and tech platforms and identified at least eight recurring patterns that deliberately confuse or impede users. The report notes that these tactics are not isolated incidents but part of a broader playbook used across the industry.

Hidden opt‑out links leave users stranded on homepages

The study found that many companies fail to provide a clear path from their homepage or privacy policy to the actual opt‑out form, effectively burying the option deep within menus or sub‑pages.. EPIC warns that this design choice can expose vulnerable groups—such as domestic‑violence victims or public officials—to heightened risk because they cannot easily stop data sharing.

Mandatory subscriptions force users to stay subscribed

One of the most egregious practices highlighted is the requirement that users maintain an active subscription in order to complete an opt‑out request. EPIC cites several firms that tie the ability to withdraw consent to continued payment, turning a privacy right into a financial lever.

Multiple separate forms multiply user effort

Instead of a single, consolidated request, the report documents cases where companies demand that users fill out several distinct forms to stop different types of data processing. This fragmented approach not only wastes time but also increases the likelihood of errors that keep data flowing.

Who will enforce the rules? State and federal regulators urged to act

EPIC concludes that without decisive action from both state and federal authorities,the deceptive opt‑out landscape is likely to persist. The nonprofit calls for clearer legal standards and stronger enforcement mechanisms to safeguard the right to privacy.