Richard Newman Authors Article for Lead Generation World on What the Privacy Rights Act – CCPA on Steroids – Means for Lead Generators

FTC compliance and defense attorney Richard B. Newman recently authored an article for Lead Generation World titled “California Voters Pass the Privacy Rights Act – What “CCPA on Steroids” Means for Businesses and Consumers.”

On November 3, 2020, California voters approved Proposition 24 – the California Privacy Rights Act of 2020 (“CPRA”).  The CPRA amends and revises certain provisions of the 2018 California Consumer Privacy Act (“CCPA”).

When the CCPA was enacted in 2018 it created new data privacy rights for certain California-based “consumers” and required covered “businesses” and “service providers” to  comply with its onerous privacy framework.  The nature and the extent of the CPRA’s regulatory requirements greatly exceed those of the CCPA.

In effect, the CPRA has directly made several substantive amendments to the CCPA.  Without limitation, the CPRA imposes new responsibilities, obligations and liabilities on businesses and service providers, establishes new data privacy rights for California residents, requires businesses to offer an opt-out from most types of targeted advertising and creates a privacy protection state regulatory agency empowered to enforce California privacy law and prosecute non-compliance.

The article examines the CPRA’s intent, how the CPRA amends the CCPA, how the CPRA is partially similar to GDPR, contextual behavioral advertising, contracts, service providers, data sharing, consumer rights and business obligations, enforcement authority, key dates and takeaways.

Contact the author to discuss the practical significance of the new law and best practice implementation.

Richard B. Newman is an FTC TRO lawyer and advertising practices attorney at Hinch Newman LLP.  

Informational purposes only. Not legal advice. May be considered attorney advertising.

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