NEWS12 August 2022

IA calls for privacy law changes in California

News North America Privacy Public Sector

US – The Insights Association (IA) is urging the California Privacy Protection Agency (CPPA) to limit the negative impact of California’s privacy rules on the insights industry.

personal data

The California Privacy Rights Act (CPRA), approved via ballot initiative in 2020, will supersede the state’s existing comprehensive privacy law, the California Consumer Privacy Act (CCPA), when CPRA comes into effect on 1 January next year.

The CPPA, which took over regulatory authority for CCPA/CPRA from the state attorney general on 21 April, is behind schedule in issuing CPRA regulations, but recently released draft rules for comment.

Howard Fienberg, senior vice-president of advocacy at the IA, commented: “These recommendations would streamline and improve compliance with a complex privacy law and regulation without diminishing consumer privacy protection.

“While the IA continues to lobby in Washington DC for a comprehensive federal privacy law, we strive for a California regulatory environment as conducive to insights production as possible.”

Addressing the association’s first two points of concern, Fienberg noted: “By aligning CPRA with federal legislation, and laws in Colorado, Connecticut and Utah, the CPPA can ensure the continued independent measurement and evaluation of advertising and content that brings transparency and understanding essential to the functioning of much of the modern US economy.

“Also, by limiting opt-out preference signal adaptation to only larger businesses, the agency will protect the smallest insights companies from overly onerous regulatory requirements.”