Majority of Californians vote in favour of “CCPA 2.0”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 04, 2020, 8:00 AM UTC

CCPA 2.0 – California Privacy Right Act of 2020 (CPRA) – was intended by its sponsors to expand and strengthen CCPA.

Based on ballot proposition 24, 80% of respondents voted in favour of passing CPRA. Though CPRA was opposed by many consumer advocacy organisations including the ACLU, Green Party and League of Women Voters, the bill would likely pass with a majority.

Proposition 24 is the work of the same group that pushed the California legislature into passing CCPA. With CPRA in action, businesses would not be able to share personal information, retain such information for longer than necessary. It would further limit the use of “sensitive personal information” including location and race, among others.

CPRA is not expected to be in action until 1 January 2023. The article suggests marketers should get ready to comply with CPRA and better educate consumers about the benefits of personalisation.

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