Maintaining one’s privacy in today’s world is more challenging than ever. In an effort to protect the personal information of its citizens, California has enacted a new privacy law called the California Consumer Privacy Act (CCPA).  In this article, we’ll explore what these new measures are and what we as businesses and marketers must do to comply.

CCPA Overview

Enacted on January 1, 2020, the California Consumer Privacy Act (CCPA) gives California residents the right to know what personal information about them is being collected and shared and what actions they can take to delete or prevent their information from being sold or shared with other businesses.

Who does this law apply to?

Any for-profit company that stores personal information of a California resident and meets any of the following criteria:

• Annual Revenue: $25 million
• Has 50,000 California consumers or device records
• 50% or more revenue from selling personal information

What data privacy rights are given to California Residents under CCPA?

• Understand what categories of Personal Information businesses are collecting about them
• If businesses are selling or sharing their Personal Information and to whom
• Prohibit businesses from selling their Personal Information
• Access to their Personal Information
• Request a business to delete their Personal Information
• Equal services and pricing when exercising their rights under CCPA

What does this mean for your business?

With these new measures in place, organizations that conduct business with California residents should work with the appropriate legal counsel to comply.  At a high level, you’ll want to consider these strategies:

• Provide methods for a consumer to submit CCPA request
• Adhere to 45 day deadline to respond to consumer requests
• Update privacy policy and disclosures
• Train staff to handle CCPA requests

In conclusion, organizations must take the time to understand the rights consumers have in managing and accessing their personal information and take appropriate measures to comply with CCPA.

Resources

If you want to find more best practices for email, explore our blog or check out these resources for information on CCPA:

• State of California Department of Justice- CCPA: https://oag.ca.gov/privacy/ccpa
• Salesforce Trailhead: https://trailhead.salesforce.com/content/learn/modules/california-consumer-privacy-act-basics