The Future of Identity

Everything Marketers Need to Know About the California Consumer Privacy Act

There's still confusion in the industry over CCPA, which goes into effect on Jan. 1

about-ccpa-PAGE-2019 — The California attorney general's guidance on how his office would enforce CCPA and interpret the law has done little to ease concerns.Illustration: Trent Joaquin; Source: Getty Images

For companies tasked with addressing issues of data compliance, the California Consumer Privacy Act has been a moving target.

The law, which California hastily passed in June 2018, will govern the way companies collect, use and share consumer data once it goes into effect on Jan. 1. While there was hope that a federal data privacy law would preempt CCPA, none has gained any traction on Capitol Hill. That leaves marketers and industry groups looking west to understand what they need to do to avoid being whacked with lawsuits in 2020.

After