Privacy Now: Countdown to CCPA

 
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In 2019, the digital advertising industry prides itself on being data-driven. What happens when some of that valuable data becomes inaccessible? Will the ecosystem be ruled by so-called walled gardens? Will ad tech as we know it go up in smoke? While the future isn’t ours to know, it’s still our responsibility to be prepared for it.

So what are the very basics of this law?

  • The California Consumer Privacy Act goes into effect Jan. 1, 2020.

  • It grants California consumers the right to ask businesses what specific personal information they are collecting about them, as well as the right to request its deletion.

  • When data breaches occur, this law will give California consumers what’s known as a “private right of action,” meaning consumers will be able to file lawsuits against the companies responsible.

  • Because the law was passed by the California legislature and not a ballot measure, it can be altered before it goes into effect. Lobbyists, tech firms, and other interested parties are continuing to push for various changes to the regulations, but all proposed amendments will be finalized by mid-October.

For details on the proposed amendments to CCPA, as well as a brief introduction to privacy laws going into effect in New York and Nevada, visit The National Law Review.