Our personal information is precious…but not every company treats it that way. As revealed in recent years, many corporations collect, sell, and withhold information about their clientele. To make matters worse, they often fail to inform clients or compensate them for their data. In light of today being World Consumer Rights Day, we wanted to share some important elements of the California Consumer Privacy Act (CCPA) and how your company can work to improve consumer rights and protection.
In 2017, a group of California citizens finally said “enough is enough”. They launched a petition which ultimately culminated in the California Consumer Privacy Act (CCPA) of 2018. The ground-breaking act went in effect on January 1, 2020.
Among other impacts, the Act enshrines 4 basic rights for “consumers” (California residents):
- The Right to Opt Out: Companies must give consumers the option to opt out of the sale of their personal data. To do so, they must clearly feature a link titled “Do Not Sell My Personal Information” on their corporate homepage. Moreover, companies are forbidden from selling the personal data of consumers under 16 unless the consumers opt in (clients under 13 must also have parental consent).
- The Right to Delete: Following a verifiable request, companies must delete the personal information of consumers (with few exceptions). They must additionally direct any service providers to delete the consumer’s personal information from their own records.
- The Right to Equal Service: If a consumer chooses to exercise his/her rights under the Act, companies cannot discriminate in response. Rather, the company must guarantee the same goods, services, quality, and pricing to all its consumers.
Of further note, the CCPA defines “personal information” as information that identifies or could be linked to a particular consumer or household (a broader scope than in most California laws). The Act also permits consumers to receive financial rewards in exchange for their personal data. Hence, the CCPA is a big win for Californian consumers!
If you have any questions or comments about our CCPA Addendum, please do not hesitate to contact us at: 603-766-5858 or firstname.lastname@example.org.