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Marketers and Tech Companies Confront California’s Version of GDPR

by George Slefo // June 29, 2018

Call it “GDPR Lite.”

California Gov. Jerry Brown signed the Consumer Privacy Act on Thursday, giving residents of the state significantly more control over how their data is collected, used and handled.

Although the law will not go into effect until January 2020, it will without question have massive implications for every brand, agency and tech company both here and abroad.

Here’s the TL;DR

In short, California just passed its own digital privacy law, allowing consumers to know what information companies are collecting about them, why they are collecting that data and who they are sharing it with. It also arms residents of the Golden State with the ability to tell tech behemoths such as Google and Facebook to delete their data, not to share their data or not to sell it. People can also opt out from a company’s terms of service without losing access to its offerings. And companies are barred from selling data on anyone under the age of 16 without explicit consent.

The new law will moreover hold brands accountable for any data breaches, allowing consumers to sue them up to $750 for each violation.

The California attorney general can sue for $7,500 for each intentional violation of privacy.

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