New California Law Giving Consumers Control Over Their Data 2016 CC By SA 4.0
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New California Law Giving Consumers Control Over Their Data

By Rachel Brooks

Contributor | Telegraph Local 

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Above Silicon Valley may sleep more soundly under the new bill. Or will it? That’s a matter of some debate among the locals.

A new California law has given customers more control over their data usage, citing Fortune. 

What does this law layout that is different than before? Will it protect Californians from web snooping, data piracy, and phishing scams? 


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Also, how does this law impact the rest of America? With so much web and data traffic going into and out of the mass population state of California, it stands to reason that one state’s data privacy is all state’s data privacy. Right? 

Fortune isn’t sure this is an upswing stating that the new legislation could wreak “havoc” upon California’s economy. Namely, because California’s digital advertising relies so heavily on 

The law is known as the California Consumer Privacy Act or CCPA. The text of this proposed law has been available since 2018. It was initially labeled Senate Bill-1121 and was published on September 24, 2018. The law is scheduled to go into effect on January 1, 2020. You can read the full text of Senate Bill-1121 to start out with at California Legislative Information. 

Quoting the text directly, Bill-1121 “grants…a consumer various rights with regard to personal information relating to that consumer that is by a business, including the right to request a business to delete any personal information about the consumer collected by the business.” 


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Seems pretty reasonable, yes? So, why did Fortune believe this would cause problems for the local economy? Fortune used Walmart for a reference. Walmart currently relies on heavily personalized ads for their website sales. The law is believed to interfere with the volume of website persona data the company will be able to collect on John and Jane Doe to personalize their ads as they browse. 

Yet, going by the text of the law, at least on the first page, it appears that this law only plays to even the right the consumer has to withdraw their information. If they choose to do so. In this case, this law is reasonable and definitely necessary. It will be good for California if it is cut and dry. 

To answer the question if California’s law will affect other states, yes, it will. The law is being replicated in at least 16 other states, citing Fortune. It can have a positive impact as it decreases the transparency between businesses and consumers. It may also start to dwindle down the numbers of insider threat_or data crimes that are launched against a company from an employee within that company. 

It appears that advertising agencies, while they will be greatly inconvenienced by some of what the new law entails_must adapt and innovate. Citing Financier Roundtable Worldwide, every industry is now under the avalanche of phishing, malware, and data risk attacks. Data piracy attacks are now the most prominent form of cybercrime. So, the legislature may have no choice but to give the people this power, even if the corporations cannot bear it. The risk to public data may outweigh the risk to the advertisement industry

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