Originally published 30 Dec 19
Starting New Year’s Day, you may notice a small but momentous change to the websites you visit: a button or link, probably at the bottom of the page, reading “Do Not Sell My Personal Information.”
The change is one of many going into effect Jan. 1, 2020, thanks to a sweeping new data privacy law known as the California Consumer Privacy Act. The California law essentially empowers consumers to access the personal data that companies have collected on them, to demand that it be deleted, and to prevent it from being sold to third parties. Since it’s a lot more work to create a separate infrastructure just for California residents to opt out of the data collection industry, these requirements will transform the internet for everyone.
Ahead of the January deadline, tech companies are scrambling to update their privacy policies and figure out how to comply with the complex requirements. The CCPA will only apply to businesses that earn more than $25 million in gross revenue, that collect data on more than 50,000 people, or for which selling consumer data accounts for more than 50 percent of revenue. The companies that meet these qualifications are expected to collectively spend a total of $55 billion upfront to meet the new standards, in addition to $16 billion over the next decade. Major tech firms have already added a number of user features over the past few months in preparation. In early December, Twitter rolled out a privacy center where users can learn more about the company’s approach to the CCPA and navigate to a dashboard for customizing the types of info that the platform is allowed to use for ad targeting. Google has also created a protocol that blocks websites from transmitting data to the company, which users can take advantage of by downloading an opt-out add-on. Facebook, meanwhile, is arguing that it does not need to change anything because it does not technically “sell” personal information. Companies must at least set up a webpage and a toll-free phone number for fielding data requests.
The info is here.