What is the California Consumer Privacy Act (CCPA)?
The beginning of 2020 has seen its fair share of news developments, but one new law has been on the minds of California businesses, marketers and consumers.
The act essentially gives California residents new rights to access, request deletion of and sharing of their personal information by businesses.
If you’re a marketer or list owner, this means EVERY California consumer has the right to ask you what you’re doing with their personal information. Think of it as the 3 W’s: What data are you collecting? Why are your collecting it, AND what are you going to do with it?
Here’s the short list: Alexa, Google, Facebook, Instagram, online directories, retargeting ads, online forms, digital listing companies, website publishers….and, so on…
In this digital age, more and more companies, particularly digital marketers and tech companies, are capitalizing on the ability to segment people to promote their products and services.
Have you ever received that postcard in the mail and thought: How did they get my information? Or, been served an online ad for new shoes, knowing you haven’t visited a shoe website in a week? What about your Facebook Newsfeed? How often are you served an ad based on your likes, interests and location?
More and more businesses have access to personal information than ever before, meaning new laws are being enforced to protect personal information and who gets access to it.
Under the CCPA, the state of California is required to follow new procedures that help support these new consumer rights, ensuring personal information stays protected while holding businesses accountable.
This new privacy protection law is official, so if you aren’t compliant or aren’t sure if you’re required to comply,
In short, make yourself a checklist.
California is first, but it won’t be the last. It’s predicted that by 2025, more states are expected to sign similar legislation into law. This means every consumer in the US will have the right to know what you’re doing with their personal information.
It’s not a matter of ‘if’ but a matter of ‘when’ so now’s the time for your business to take a proactive approach.
- Does your business generate more than $25 million in annual gross revenue?
- Is more than 50% of your revenue generated from the sale of California residential data?
- Do you process the personal data of more than 50,000 California residents?
The DOJ estimates that the California Consumer Privacy Act will affect over 400,000 businesses.
If you’re part of that statistic, think of the CCPA as further protection for your consumers, their information, and your reputation.