There are some similarities between GDPR and CCPA, the California Consumer Privacy Act.
Martech has a quick guide if you want to bring yourself up to speed or you can dive into this exhaustive guide from FFP comparing the finer points of GDPR and CCPA.
The big difference is that CCPA explicitly applies to for-profit companies that:
- Have gross annual revenues in excess of $25 million;
- Possess the personal information of 50,000 or more consumers, households, or devices; or
- Earn more than half of their annual revenue from selling consumers’ personal information.
Non-compliance fines for CCPA range between $2,500 – $7,500 per violation but they can quickly add up as explained in the article by Consent Guide.
Data privacy is changing the digital landscape more than any other technology.
Policymakers are still having a slow start but they’re starting to step up to safeguard users and consumers.
Last month Politico reported that the US Department Of Justice is planning to file an antitrust lawsuit against Google.
Just last week, Campaign covered a report by a UK competition watchdog asking the government “to introduce new regulations to tackle Google and Facebook’s power in digital advertising”.
Their suggestions range from making Facebook give users an option to opt-out from personalised advertising and for Google to share its data with rival search engines.
Marketers have a much bigger responsibility.
Besides dealing with new regulations and the changing landscape of advertising, I mean.
We must own our consumer privacy and champion the voice of our customer.
The budget for privacy may come from some other department, such as IT or Legal, as Ethyca discovered.
And we, the marketers, must be prepared to reach across the organisation and collaborate with all the departments that come in contact with customer and user data and make sure that our organisation is above reproach.
This isn’t just a nice thing to do, this is the new normal.