Many American consumers are concerned about online privacy and security. The internet continues to expand, as do the potential security concerns that go with it. Governments are attempting to balance consumer privacy and business access to user data.
One of the most significant changes in data privacy legislation is the California Consumer Privacy Act, passed in June 2018. It puts several new obligations on digital marketing and advertisers’ compliance with rules. The law had a two-year grace period and took effect in January 2020.
Marketers and advertisers must understand the CCPA’s requirements for their company practices. Therefore, you must comply with these regulations and safeguard your clients’ data.
Here we will answer what CCPA means for marketers, what companies must do to comply, and how you can get help with CCPA compliance.
But first…
What Does CCPA Stand for, and What Does it Mean For You?
CCPA stands for the California Consumer Privacy Act. It’s a new law that strengthens online privacy rights for California residents.
The law gives Californians the right to know:
– Why their data is being collected
– How it is being used
– Whether it is being sold or shared with third parties
– The names and contact information of those third parties
Californians also have the right to have their personal information deleted and to opt-out of its sale.
What CCPA Means for Marketers
The CCPA applies to any for-profit business in California, regardless of whether it has a physical presence in the state.
Marketers must be transparent about the personal information they collect and give consumers the right to opt-out of its sale. They must also provide a way for consumers to access their personal data and request it be deleted.
To comply with the CCPA, marketers must:
– Give consumers the right to know what personal information is being collected about them
– Give consumers the right to have that information deleted
– Give consumers the right to opt-out of its sale
– Provide a way for consumers to access their personal information
– Respond to requests from consumers within 45 days
What Companies Must Do to Comply With CCPA
Just providing these rights to Californians isn’t enough. The CCPA requires companies to provide a notice at or before the point of collection that informs consumers of their right to know what personal information is being collected about them, the right to have that information deleted, and the right to opt-out of its sale.
The notice must also include a link to the company’s privacy policy, explaining how the consumer can exercise their rights under the CCPA.
Companies must also provide a way for consumers to opt out of selling their personal information. This can be done through a link on the company’s website or by providing a toll-free number.
Companies must also take steps to ensure that these rights are protected. This includes training employees on the requirements of CCPA, developing processes for handling consumer requests, and ensuring that third-party service providers comply with CCPA.
How Can You Get Help With CCPA Compliance?
If you’re a marketer or advertiser who does business in California, you must comply with the CCPA. Fortunately, there are several resources available to help you with CCPA compliance.
The California Attorney General’s office has published guidance on the CCPA, found here.
You can also find helpful information on the FTC’s website, including a blog post on the CCPA and a fact sheet for businesses.
The Direct Marketing Association (DMA) also has several resources on its website, including an overview of the CCPA and a compliance checklist.
Finally, you can contact the California Attorney General’s office directly with questions about CCPA compliance.
Is This Law Enough?
The California Consumer Privacy Act is a groundbreaking law that strengthens online privacy rights for Californians. But some say it doesn’t go far enough.
Critics point to the fact that the law only applies to personal information, not other data types, such as browsing history and search queries. They also say that the law exempts certain types of businesses, such as those that collect data for research or journalism.
And while the law gives consumers the right to know what personal information is being collected about them, it does not give them the right to have that information deleted.
Nonetheless, the CCPA is a firm step in the right direction, and it is likely that other states will follow suit with similar laws in the coming years.
For now, marketers and advertisers who do business in California must take steps to ensure that they comply with the CCPA. But with the right resources, complying with the law can be easier than you think.
Conclusion
The CCPA is a new law, and there is still much to learn about how it will be enforced. But by taking steps now to comply with the law, you can help ensure that your business is prepared for whatever comes next.
