Observed Signal · Feb 3, 2026 · Feature Release · Source: Feedspot/RSS · Impact: 3/5 · Sentiment: Positive
Axeptio Unveils GPC Feature for Enhanced Privacy Compliance
Axeptio, a consent management platform used by over 80,000 websites, has launched support for Global Privacy Control (GPC). The feature automatically detects and honours GPC browser signals—users’ pre-expressed opt-outs for sale or sharing of personal data—to help businesses comply with US state privacy laws including the CCPA/CPRA, Colorado Privacy Act and Connecticut Data Privacy Act. Axeptio’s GPC handling is available for projects using a CCPA banner, is integrated into existing consent flows, and can be activated from the platform. The vendor says the feature reduces legal risk, ensures consistent consent experiences across regions, and addresses the obligation for businesses to process emitted GPC signals even though current user adoption is limited (around 1% in the US).
New GPC support from a major CMP affects compliance workflows for many publishers and brands operating under US state privacy laws, reducing legal risk and standardizing consent handling across regions.
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Key Takeaways & Evidence Grounding
- Axeptio is a consent management platform used by more than 80,000 websites worldwide.
- Axeptio launched Global Privacy Control (GPC) support that detects and honours GPC browser signals.
- The GPC feature is designed to help businesses comply with US privacy laws including CCPA/CPRA, the Colorado Privacy Act, and the Connecticut Data Privacy Act.
- GPC support is available for Axeptio projects using a CCPA banner and is fully integrated into existing consent flows and activatable from the platform.
- Axeptio noted current GPC adoption is limited—around 1% of the US population with an active signal—but businesses must process signals when emitted to avoid non-compliance risk.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Axeptio Boosts Privacy Compliance with Global Privacy Control Feature
Axeptio, a consent management platform used by more than 80,000 websites, has launched support for the Global Privacy Control (GPC) standard. The new feature detects and automatically honors GPC browser signals to help businesses comply with U.S. privacy laws including the CCPA/CPRA, Colorado Privacy Act and Connecticut Data Privacy Act. GPC handling is available for projects using Axeptio’s CCPA banner and integrates with existing consent journeys on the platform. Axeptio says adoption of GPC by users is currently low (~1% in the U.S.), but companies must be able to process the signal correctly to avoid non-compliance risks.
Marketers Must Prioritize GPC Compliance to Avoid Legal Risks
Global Privacy Control (GPC) is emerging as a legal compliance priority for U.S. marketers as state privacy laws proliferate and California increases enforcement under the CCPA. GPC, created by a coalition including Brave, DuckDuckGo and major newspapers, lets users signal opt-out of sale/sharing of personal data. California regulators have treated GPC as a valid CCPA signal and have levied multi‑million dollar fines (for example, the Sephora case). Websites can honor GPC via modern Consent Management Platforms (CMPs) that detect the signal and block sale/sharing through tag management systems, or via custom implementations (a published JSON file approach from The Washington Post and Wesleyan University). Marketing impact to date appears limited because GPC signal prevalence is low, but legal risk is rising, so marketers, legal and IT teams should prioritize implementation and testing.
MM Creative Agency Enhances Consent Management with Axeptio
Axeptio, a consent management platform (CMP), has been deployed by MM Creative Agency in the Netherlands to optimise consent collection for the agency’s clients. The agency upgraded its consent strategy in response to heightened regulatory scrutiny from the Dutch Data Protection Authority (Autoriteit Persoonsgegevens) and the growing importance of data for marketing performance. Axeptio provides extensive visual customisation of cookie banners—images, logos, text, colours, buttons and now video—allowing banners to align with each client’s brand and marketing objectives while maintaining regulatory compliance. MM Creative Agency describes the CMP as part of the website experience and views the partnership as enabling further development of consent-driven UX and marketing workflows. The deployment is presented as a case study of consent management acting as a strategic lever for agencies balancing compliance, user experience and marketing efficiency.
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