The California Consumer Privacy Act: What Marketers Need to Know
Driven by the continued rise in consumer data breaches and growing privacy concerns, the State of California has passed the California Consumer Privacy Act (CCPA). The law will significantly strengthen privacy in the U.S. when it goes into effect on January 1, 2020.
The law is part of a global trend toward stronger privacy protections and greater data transparency, of which the Canadian Anti-Spam Law (CASL) and the General Data Protection Regulation (GDPR) are a part. However, the CCPA makes little mention of email and doesn’t mention permission at all.
A separate bill still under consideration in California, AB-2546, would address strengthening anti-spam laws and moving California—and in effect the rest of America—away from the opt-out marketing permission standard established by CAN-SPAM and putting it more in sync with international anti-spam laws.
The CCPA focuses exclusively on data collection and privacy, and is roughly in line with the provisions of GDPR on those issues. The law explicitly mentions that it’s in response to the misappropriation of Facebook data of at least 87 million people by Cambridge Analytica.