After years of legal controversy, the United States has finally adopted an important privacy law that could change the world of the Internet. It will only apply to California residents, and something totally different from what GDPRma has offered so far can change many relationships between large groups operating in the USA and users. Here's what it is.
The law, called the California Consumer Protection Act or CCPA, entered into force at midnight on January 1 and provides, on the one hand, a series of new legal obligations for companies that collect, sell and share consumer data, on the other offers protection to the consumers themselves. Nonetheless, some privacy advocates believe that the law is not deep enough in its protections.
According to the bill, any company that collects, shares or sells the information of over 50,000 people, or has generated more than $ 25 million in revenue from those sales in the previous year, will have to comply with the new law.
The CCPA does not specifically target the technology sector, although many giants in this sector will be affected by the law. The same, however, will also apply to companies that collect consumer information through loyalty cards, such as Walmart and Home Depot.
California residents will be protected by the CCPA in several ways. The most obvious is the possibility of renouncing the collection of data by companies. This means that the user, surfing the net, will see a pop-up window that will ask him if you want to stop allowing companies to sell data to third parties.
However, it will go further. Indeed, the CCPA will allow California residents to request exactly what type of information companies have on their behalf, and to request that it be deleted.
Some important companies have already commented on the news. These include Microsoft, through the mouth of Julie Brill, Chief Privacy Officer, who in a November blog post confirmed the company's willingness to extend these protections to all U.S. consumers:
We are strong supporters of the new California law and the expansion of privacy protections in the United States