On January 1, 2020 the California Consumer Privacy Act (CCPA) will become law. Alastair Mactaggart, the California based real estate developer responsible for the original ballot proposal in 2017, has already proposed a new ballot for an updated version of the current legislation. Mactaggart’s new ballot “CCPA 2.0” is set to be reviewed in November of 2020 and would further expand consumer privacy rights.
In an interview with Barrons, Mactaggart said CCPA 2.0 is less about fixing CCPA than addressing issues not handled in the original law. Some privacy advocates were unhappy that the original law does not give consumers the right to sue over CCPA violations except where there’s been a data breach. Mactaggart acknowledged these issues and spoke about how the new CCPA 2.0 ballot is going to include more consumer rights that are currently present in the European data privacy law the General Data Protection Regulation (GDPR).
According to Mactaggart, the ballot proposition for CCPA 2.0 includes new restrictions on the use of “sensitive personal information.” Data collected that would be covered under this new definition includes geolocation information, Social Security numbers, passport numbers and data on race, religion, union membership, sexual orientation, and more. CCPA 2.0 would allow consumers to opt out from any use of sensitive information, such as your home address or physical location. Consumers would also have the right to order businesses not to sell their sensitive personal information for digital advertising and marketing purposes. CCPA 2.0 is more focused towards the original source collecting the data and how it is being collected, rather than just the selling of personal data.
Mactaggart’s ballot proposal also proposes new requirements for businesses to inform consumers about how long they intend to store consumer data, it introduces new limitations on the uses of personal data, and stringent restrictions on data minimization, which is meant to prevent companies from collecting and hoarding data which is not relevant to their business.
Mactaggart’s ballot proposal for CCPA 2.0 is scheduled for November 2020. Although Mactaggart expects pushback from the marketing world, California has already shown that they are taking consumer privacy and protection seriously with the current CCPA coming into effect in less than a week. As the data industry and marketing world come to terms with the CCPA, it is important to stay updated because as our use of data changes, so will the laws. Your best protection is always to stay informed and be alert to the world of data privacy.