The California Consumer Privacy Act (CCPA) went into effect on January 1, and the marketing world yawned.
It doesn’t look like anyone, even the state of California itself, knows what to do with it. Lawmakers are still trying to figure out how to enforce the law within the state.
For you, our beloved media partners, and clients, few will be impacted. Here’s why we say that with confidence:
- Your company must be buying or selling data on at least 50,000 California residents each year. The majority of our partners are not in the business of buying or selling data. You use your subscriber data for the intended purposes and have permission to do. Even if you operate in Cali.
- January Spring has your back on this. Our team, and our vendor partners, are confident that how we handle geo-fence addresses and other personal data is already compliant.
- We do not collect or store any personally identifiable information about users. If a user were to exercise their right to opt out of data collection (as this act would give California residents the ability to do) we just won’t include them in the audiences we market to on your behalf or on behalf of your advertising clients.
So why is everyone freaking out? It’s because of quotes like this…
“If you thought the GDPR was bumpy, the CCPA is going to be a real roller coaster,” Reece Hirsch was quoted in an article by The Verge on the topic. Hirsch is co-head of Morgan Lewis’ privacy and cybersecurity practice and has been advising clients on how to adapt to the new law. “This is a complex set of new rules, which are still a work in progress. It’s the first sweeping legislation in the US to give consumers control over how their personal information is used online and may signal how other states will seek to protect their residents’ privacy.”
He’s right, in that it is going to take lawmakers and regulators a lot of cycles to figure this out. But, that’s not your job. Or your worry. It’s ours. We’ll stay on top of this for you, so you can focus on being a Rockstar media salesperson.