Everything You Need To Know About The California Consumer Privacy Act (CCPA)

After being officially signed into law on June 28, 2018, the California Consumer Privacy Act (CCPA) is now in effect as of January 1, 2020. This law exists to keep the personal data of California residents safe and, as such, to protect them from exploitation by businesses.


Personal data protected by the CCPA includes: race, mailing address, sexual orientation, phone number, military status, usernames, passwords, browser history, and much more. Basically any information that is not publicly available fits under the designation of personal data.

What Does The CCPA Mean For You?

If you are a California resident, the CCPA gives you some important rights. These include:

*The right to know if your personal data is sold and to whom

*The right to know what personal data a business is collecting about you

*The right to access your collected personal data

*The right to tell businesses that they cannot sell your personal data

*The right to ask businesses to delete any personal data they have collected about you

*The right to not be discriminated against or refused service for exercising your right to privacy

Even if you do not live in California, the CCPA will probably have an effect on how your data is collected. California is a big state with a large population, and many companies will find it easier to simply extend these new protections to all of their users rather than spend the time and resources trying to determine whether each individual user is a resident of California.

Even if companies choose not to extend CCPA protections to states outside of California, many other states have similar laws being considered in their state legislature. It's likely that the California Consumer Privacy Act will serve as a standard that lawmakers in other states can model their own bills after.

What Does The CCPA Mean For Businesses?

If your company operates in California, collects personal data from consumers, and is for-profit, the CCPA likely applies to you. Beyond those three criteria, one or more of the following items must be true of your business:

*Your business handles buying or selling personal data from 50,000 or more consumers

*Your business has an annual gross revenue of $25 million or more

*Your business earns 50 percent or more of its annual revenue from selling the personal data of consumers

In addition to the aforementioned privacy changes, businesses must extend to consumers under the CCPA, they also are required to take measures to better protect the data they've collected from consumers. Violation of the CCPA, including failing to protect collected consumer data, can lead to fines of $2500 for each accidental violation or $7500 for each violation determined to be intentional.

Beyond the large fines, companies also risk a lawsuit from the state of California's attorney general if they continue to violate the CCPA. Individual consumers are not able to sue companies over personal data under the California Consumer Privacy Act unless their personal data is lost due to negligence in a data breach.

How Is Grow Smart Marketing Changing To Work With The CCPA?

Grow Smart Marketing does not sell personal data, and we allow users to change, correct, and request any data we've collected. The most information we ever share with advertisers or other partners is generalized demographic info. We never share individual identifying personal data.

You can find all of this information and much more about how we handle personal data in our privacy policy.

Grow Smart Marketing is committed to following the California Consumer Privacy Act and staying up-to-date on its requirements and any changes that are made via amendments in the future. We also have an opt-out form if you would like your personal data removed entirely from our system.

We've taken all the necessary steps to make sure that Grow Smart Marketing is compliant with the CCPA and will continue to function ethically within all future privacy laws, both statewide and at the national level.