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The Etalon platform

Privacy
enforcement.
At the tracking layer.

See which marketing tags keep firing after a visitor opts out. Etalon helps you find the gap, enforce the choice, and verify the result — under U.S. state privacy laws, GDPR in the EU and UK, and Google Consent Mode v2.

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About 60 seconds. One audit scan every 30 days.
The free plan does not expire.

Cyan and crimson light refracting through optical glass

Compliance

Etalon Spectra scans your site in about 60 seconds, names every tag still firing after opt-out and provides the solutions for every major CMP.

Engineering

Enforcing opt-outs takes visibility away from your analytics. If you do not have an in-house marketing analytics specialist, Etalon engineers can rebuild tracking & measurement so compliance does not cost you your data and insights.

BUILT FOR U.S. STATE PRIVACY REQUIREMENTS.

Explore state coverage

Why now

Regulators stopped reading banners.
They test what fires.

In September 2025, California, Colorado and Connecticut launched a joint sweep of businesses ignoring Global Privacy Control. California has since fined companies whose opt-outs didn’t work end to end:

Disney: $2.75M (2026).

Opt-outs, including Global Privacy Control, applied to one device only.

Tractor Supply: $1.35M (2025).

“Do Not Sell” links that didn’t work. Global Privacy Control ignored.

PlayOn Sports: $1.1M (2026).

Cookies, trackers and ad pixels.

Honda: $632,500 (2025).

Global Privacy Control ignored. Opting out took more clicks than opting in.

Each CCPA violation can cost up to $7,988. California’s wiretap law adds $5,000 per violation in private lawsuits. Spectra checks what regulators and plaintiffs’ firms check: what still fires after a visitor says no.

Sources: California Attorney General, California Privacy Protection Agency, Connecticut Attorney General.

Who it’s for

Built for organizations that can’t afford a tracking leak.

If your site sets cookies or loads tracking scripts — hard-coded into the site, running through Google Tag Manager, or a mix of both — and a privacy failure would cost you more than a fine, Spectra is built for you.

Financial services

Banks, credit unions, lenders, insurers and fintechs. Tracking on login, application and calculator pages can expose financial signals. One leak is a regulatory and reputational problem.

Healthcare

Hospitals, clinics, telehealth and health apps. Tracking pixels on appointment and patient pages are behind a wave of privacy lawsuits.

SaaS and technology

Customer security reviews ask how you handle tracking and consent. An Etalon Compliance Certificate answers the question.

Retail and e-commerce

Retailers and consumer brands have faced many of the largest privacy fines so far: broken opt-out links, ignored privacy signals, cookie banners that didn’t work.

Media and publishing

Dozens of ad vendors on every page. Spectra shows which ones ignore the visitor’s choice.

Government and public sector

Agencies and municipalities. Residents expect their choices to be honored on public websites, and public trust is harder to rebuild than a tag.

See Spectra in action

A closer look at the scan.

See how Spectra surfaces tracking that continues after a visitor’s choice, then follow the enforcement and verification path.

Spectra overview (62 seconds). The current coverage register below has the latest law counts. Spectra scans state legislatures every two weeks for changes; certificates apply to eligible U.S. state-law scans.

01 / Consent banner audit

Your banner looks fine.
Your tags may not be listening.

Most consent banners work on the surface. Underneath, one misconfigured tag or a missed setting is enough to keep sending data after a visitor says no. That’s a privacy violation. Spectra clicks “Reject” the way a real visitor would, then shows you exactly which tags keep firing: page by page, state by state, across every domain you own.

Simulate an opt-out, then apply enforcement. See the tracking that should have stopped turn off while the tracking you’re allowed to keep remains.

The visitor’s choice is the input.
Tag behavior is the evidence.

EtalonInteractive example
Illustrative diagnostic

Does the choice reach the tags?

01 Ready 02 Opted out 03 Enforced
Visitor choiceNo opt-out sent
READY
Tag layerEnforcement not applied
OFF
Marketing tagWaiting to test behavior
UNTESTED
Measurement pathWaiting to test behavior
UNTESTED
Start with the visitor’s choice.Simulate an opt-out to follow the signal.

Illustrative behavior only. No live site is being scanned.

02 / U.S., EU + UK coverage

Privacy coverage.
Across the U.S., EU and UK.

25 U.S. state privacy laws.
Plus EU and UK checks.

25 state privacy laws across 24 states: 21 in force today, and 4 scanned ahead of their effective dates (Oklahoma, Louisiana, Alabama, Vermont).

Spectra also checks GDPR and ePrivacy behavior in the European Union, UK GDPR and PECR in the United Kingdom, and Google Consent Mode v2 signals.

In force today 21 laws · 20 states

Coverage as of September 26, 2026

Covered ahead of enforcement 4 states

4 states · Spectra scans for these laws today. Findings are marked advisory until each law takes effect.

  • Oklahoma

    Scanning now

    Oklahoma Consumer Data Privacy Act

    SB 546

    Law effective
    View state guide

  • Louisiana

    Scanning now

    Louisiana Data Privacy Act

    SB 386 · Act 502

    Law effective
    View state guide

  • Alabama

    Scanning now

    Alabama Personal Data Protection Act

    HB 351

    Law effective
    View state guide

  • Vermont

    Scanning now

    Vermont Data Privacy and Online Surveillance Act

    S.71 · Act 145

    Law effective
    View state guide

European coverage EU + UK

Google Consent Mode v2 validation is included for both.

  • European Union

    GDPR + ePrivacy

    General Data Protection Regulation and the ePrivacy rules

  • United Kingdom

    UK GDPR + PECR

    UK GDPR and the Privacy and Electronic Communications Regulations

EU and UK scans produce a findings report. Etalon Compliance Certificates apply to U.S. state-law scans.

California’s CCPA and CPRA count as two laws within one state. Applicability and exemptions vary; Florida’s Digital Bill of Rights has a narrower scope.

Technical findings, not legal advice.

03 / Works with your CMP

Keep your CMP.
Make the choice count.

Etalon integrates with the major consent management platforms you already use: OneTrust, Cookiebot, Usercentrics, Osano, Termly, and CookieYes. Connect your existing CMP to opt-out enforcement in Google Tag Manager, then verify what your tags actually do.

  • OneTrust
  • Cookiebot by Usercentrics
  • Usercentrics
  • Osano
  • Termly
  • CookieYes

Your CMP captures the choice. Etalon enforces it at the tag layer and verifies the result.

See how enforcement works

04 / Two parts. One system.

The privacy choice sets the rules.
Engineering makes the tracking you’re allowed to keep work.

01

Analytics compliance

Find the gap.
Enforce the choice.
Verify the result.

Explore Spectra

Etalon

  1. Scan Scan the live site for tags that keep firing after opt-out.
  2. Enforce Configure Etalon Opt-Out Mode in Google Tag Manager to enforce the visitor’s choice.
  3. Verify Re-scan the implementation and issue a 90-day Etalon Compliance Certificate.

Technical enforcement, not legal advice.

↓

Enforcement defines the tracking you’re allowed to keep.

02

Analytics engineering

Accurate measurement,
rebuilt inside the rules.

Explore Engineering

Enforcement changes what analytics can see. Etalon restructures server-side tagging, Consent Mode and Etalon Opt-Out Mode coexistence, and conversion tracking so the data that is permitted to flow remains clean and decision-useful.

  • Server-side tagging architecture
  • Consent Mode and Etalon Opt-Out Mode coexistence
  • Reliable conversion and attribution logic
  • Audit and migration of the measurement stack

05 / The operating path

One path. End to end.

01

Scan

Test what fires after an opt-out.

02

Enforce

Configure the tag layer to honor the choice.

03

Engineer

Preserve accurate measurement within the tracking you’re allowed to keep.

04

Verify

Re-test the behavior and document the result.

06 / The evidence

The difference is
in what fires.

Stop the tracking that should have stopped.
Keep the data you’re allowed to use.

Opt-out enforcement / audit view

Illustrative example

Before enforcement

× FAIL

Visitor choice

Opt-out recorded

Enforcement

Not applied

Marketing route

Still firing ↗

Measurement

Not yet verified

The banner recorded a choice.
The tag did not obey it.

After enforcement

✓ VERIFIED

Visitor choice

Opt-out recorded

Enforcement

Active

Marketing route

Tracking that should have stopped is blocked

Measurement

The tracking you’re allowed to keep remains ↗

The choice is enforced.
Useful measurement remains available.

Works with the consent platform and analytics stack you already use. Etalon adds technical enforcement and measurement engineering; it does not replace your CMP.

Start with the evidence

See what still fires
after opt-out.

Scan your site free
Talk to an engineer

About 60 seconds. One audit scan every 30 days.
The free plan does not expire.