Given the influence that Californian regulatory norms can have over national policy, it could eventually lead to radical improvements in American consumer privacy rights.
The threat of multiple overlapping sets of rules may incentivize Congress to pass a national law—like the Delete Act that’s currently being debated andThe California Attorney General’s office can enforce compliance, but the state doesn’t have the resources to ensure data brokers observe universal opt-out requests. While noncompliance fines are steep , so are data broker profits.
Businesses that deal in or rely on consumer data, as well as organizations looking to reduce the amount of their employees’ data that appears online, can and should take a proactive view of the California Delete Act. Whether it passes or not, something similar is likely inevitable. Any business that trades in consumer data needs to find ways to both streamline their opt-out processes and incentivize consumers to continue sharing their data. It currently takes consumers an onerous amount of time to opt out of data broker databases. Fixing this situation is an important proactive step.
If opting out of data collection gets easier via something like the California Delete Act, the amount of third-party data available on the marketplace is likely to drop. Businesses relying on third-party consumer data for analytics and marketing needs should take note.
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