Golden State Sets the Golden Standard for Privacy Laws

Posted by Op4G Staff on March 15, 2020

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 Know: Every 12 months, companies must update and release their privacy policy. The policy must spell out what personal information the company collects, its sources, whether the data is disclosed/sold, and to whom. Consumers also have the right to request additional, specific information via (at a minimum) a toll-free phone number and the corporate website. The company must disclose this information at no cost within 45 days.
  • 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).
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  • 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!

To comply with the Act, Op4G has added the “California Consumer Privacy Act 2018 Addendum” to our privacy policy, effective January 1, 2020. The addendum includes specific sections on: information collected (Section A), the use/sale/disclosure/sharing of personal information (Sections B – E), access to specific information (Section G), deletion rights (Section H and I), opting out (Section K), and non-discrimination (Section L).

Our CCPA Addendum comes less than two years after adding in GDPR provisions (to ensure compliance with the European Union’s General Data Protection Regulation). Together, these changes have resulted in our most robust privacy policy to date.

If you have any questions or comments about our CCPA Addendum, please do not hesitate to contact us at: 603-766-5858 or


Topics: Company News, Consumer Research, Market Research Tips