California Consumer Privacy Act
Everything marketers need to know about California’s data privacy law, what it means for brands, and how to comply.
Time to plan! AB-375 takes effect in
What is the California Consumer Privacy Act?
The California Consumer Privacy Act of 2018, or AB-375, forces companies to be transparent about how they collect and use personal information. When the law goes into effect on January 1, 2020, consumers will have new data privacy rights:
- The right to request from companies the data that has been collected on them
- The right to request that their data be deleted
- The right to opt out of the resale of that data without fear of retaliation
The law also increases companies’ accountability for the unintentional disclosure of personal information in the event of a data breach.
CCPA and marketing data: the big picture
The CCPA is a reaction to opaque, overreaching consumer data acquisition. It covers just about every kind of data marketers collect and use about consumers—from demographic data to behavioral data to purchase data.
Beyond compliance obligations, marketers will feel the repercussions of the CCPA if enough consumers choose to exercise their rights under the law. Even brands not directly affected by the CCPA will have incentive to explore more transparent, explicitly opt-in avenues to collect and activate consumer data.
Who must comply with the CCPA?
An estimated half a million US companies will be directly affected by the law. For-profit entities—brands, marketers, technology companies, online media businesses, and data providers—that collect or sell any Californian’s data must comply if they meet any one of the following criteria:
Earn at least $25 million in annual revenue
Receive data about 50,000 or more consumers, devices, or households annually
Earn 50% or more of their annual revenue by selling personal information
Guides, articles, quizzes, and more to help you understand and prepare for the CCPA.
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Quarterly CCPA Action Plans
Are you ready for the CCPA? Stay on track for CCPA compliance with quarterly plans for your marketing team.
Take time to understand the CCPA
T-minus twelve months before the CCPA requirements go into effect. Now is the time to educate yourself and assemble your CCPA readiness team.
- Learn about your requirements under the law
- Identify sources to stay up to date
- Figure out who needs to be involved in preparing for the CCPA
Figure out disclosure requirements and information governance
- Identify where you have disclosure requirements
- Map out where consumer data is stored
Educate your company on data privacy
With six months left, it’s time to educate everyone who handles consumer data about their role in CCPA compliance and create a plan for fulfilling consumer requests.
- Identify who across the company handles consumer data
- Map out your plan to fulfill requests to view, delete, or opt out of selling data
- Hold trainings on compliance
- Set up your “Do Not Sell My Personal Information” page
Plan for the future
Your compliance plans are all buttoned up, so turn your sights to the big picture. Now is the time to consider the implications of data privacy for your 2020 marketing plans.
- Seek out expert opinions and advice
- Identify what components of your consumer data strategy are threatened
- Research alternatives to third-party and rented data
Stay up to date on data privacy
CCPA is in effect! But just because you’re compliant on January 1 doesn’t mean you can get complacent—keep an eye on updates and be prepared to adjust your plans.
- Review regulations and updates from the CA attorney general when they are released
- Fine-tune your plans in response
- Find sources you trust to stay up-to-date on ongoing data privacy legislation
Ready to Take Action?
Have a conversation with our team about how brands are already taking action by marketing with Trusted Data.