California’s data privacy law stirs uncertainty for marketers

Complying with the California Consumer Privacy Act presents a slew of challenges for marketers, and the challenges are compounded by the fact that marketers have been shooting at a moving target in the months leading up to the legislation's effective date.

When the California Consumer Privacy Act of 2018 (CCPA) went into effect on January 1, 2020, it triggered massive changes in how marketers conducting business in the Golden State may now collect, store, and use the personal information of anyone residing there. Complying with the new law presents a slew of challenges for marketers, and the challenges are compounded by the fact that marketers have essentially been shooting at a moving target in the months leading up to the legislation's effective date.

The law actually goes into effect in two parts, according to Dan Jaffe, group EVP, government...

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