The shift in power in the marketplace from seller to buyer is widely understood. But in 2020 consumers in California are gaining even more control with the California Consumer Privacy Act (CCPA) that took effect on the first of this month.
Here’s what you need to know:
We like how The Hustle broke this slightly complicated legal issue into plain speak.
Companies with customers in California will be required to provide consumers with an option to opt out of data collection.
The law gives California internet users the power to request that any data collected from them is deleted -- and mandates that companies continue to provide free services to customers who opt out of data collection (although it does allow companies to offer more limited service to data dodgers).
What businesses does the CCPA apply to?
Simply put the law affects any company with California customers that:
- Makes $25 million in annual revenue
- Holds information about at least 50k people
- Earns at least ½ its money selling CA consumers’ "info”
What it means for small businesses:
It didn’t take long after the EU’s GDPR before California followed suit. While currently a state-level law, California tends to be a trend-setter. We wouldn’t be surprised to see more states rolling out similar initiatives.
Data privacy is on the forefront of consumers’ minds. While your business may not check all the boxes of having to comply with the CCPA, evaluating your current data collection methods, being proactive in protection methods, and crafting an inbound marketing campaign about what you do with collected data will appeal to your customers. Remember, consumers are doing their research about who they choose to conduct business with. Addressing the concerns of your buyers with transparent language is beneficial.
Not sure how to approach marketing with a privacy spin? Contact adWhite marketing and design and we’ll guide you through the process.