Lowndes attorney Drew Sorrell discusses how the California Privacy Rights Act of 2020 will have a major impact on data collection and ad targeting, even for companies in Florida.
Earlier this year the California Consumer Protection Act took effect. At its heart, the CCPA is a privacy law granting California citizens the right to control the personal data companies collect even after collected. Important to companies in Florida is that the California Attorney General has taken the position that the CCPA applies regardless of the location of the company collecting the information or its systems. With the election this week, the citizens of California have doubled-down on the CCPA via Proposition 24.
Proposition 24, to be known as the California Privacy Rights Act of 2020 (“CPRA”), is an effort to tighten the privacy controls put in place by the CCPA. The CPRA has been criticized as a poorly written bundle of steps forward and back. Telling is that the Electronic Frontiers Foundation (EFF) has refused to take a stance on the law with the EFF being somewhat similar to the much older American Civil Liberties Union (ACLU). Indeed, the ACLU criticized the CPRA as creating a loophole where companies can incentivize users via an affinity program to give up rights under the CPRA.
This is an excerpt from a blog post originally written on Lowndes Tech. To read the entire post, click here.
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