CCPA allows companies to start collecting data the next time a consumer does business with it, even if that consumer already requested the company delete his or her personal data. In 2020, particularly July when the Attorney General begins enforcing the law, we will begin to see treatment of privacy practices for those entities required to be CCPA compliant. So far, no action by the federal government has been noted.
Data privacy: Ever since the European Union passed its General Data Protection Regulation (GDPR), privacy advocates in the USA have asked their own politicians to pass similarly-comprehensive legislation.
Target spokeswoman Jessica Carlson said a "Do Not Sell" button on its website, will be visible to all U.S. shoppers and California residents will have access to the information outlined under the new law. Which it will legally have to do - unless it claims some information meets one of the law's exceptions, which allow companies to continue holding information needed to finish a transaction or to keep it in a way you'd "reasonably expect" them to.
"Right now, Americans are consenting to the collection and use and sale of our personal information without truly understanding what we are consenting to", Ross said.
However, this is expected to be unlikely, as the new CCPA regulations, much like Europe's GDPR laws, are meant to offer customers a choice as to how their data is used.
The Federal Online Children's Privacy Protection Act of 1998 requires parental consent before collecting personal online information from children 12 years of age and under and gives them the right to view and request removal.
Forty million Californians will soon obtain sweeping digital privacy rights stronger than any seen before in the US - rights that could pose a significant challenge to Big Tech and the data economy it created.
The most significant categories are what Alastair Mactaggart, the California real estate magnate behind the ballot initiative that led to the law being passed, calls "the right to know" and "the right to say no". The CCPA applies only to firms that take in more than $25 million in gross revenue each year, collect data on more than 50,000 users or make more than 50% of their revenue selling data.
California's attorney general will be responsible for taking non-compliers to task.
Some companies - like Microsoft - have already announced they will make data available not just to Californians, but to all of their customers. Companies could receive a fine of up to $ 7,500 for each violation. It would also create a new privacy enforcement agency and strengthen protections for confidential financial, health, location and race data.
While Europe's data protection law set a new standard for how companies gather and use personal data, it gave companies years to comply.