{"id":31997,"date":"2019-12-16T10:41:58","date_gmt":"2019-12-16T16:41:58","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=31997"},"modified":"2019-12-16T10:41:58","modified_gmt":"2019-12-16T16:41:58","slug":"will-facebook-comply-with-californias-new-consumer-privacy-act","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/will-facebook-comply-with-californias-new-consumer-privacy-act\/","title":{"rendered":"Will Facebook Comply with California’s New Consumer Privacy Act?"},"content":{"rendered":"

Regulation. Few industries need it applied to them more stringently than high technology, social media platforms in particular. Few industries are as free to set their own agendas today without regard to public safety.<\/p>\n

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California, following Europe’s lead, is tightening standards in an effort to protect its citizens’ privacy. The California Consumer Privacy Act (CCPA)<\/a> is a new data privacy law that establishes various rights for California state residents. The law goes into effect on January 1, 2020.<\/p>\n

CCPA requires giving residents the right to opt-out of the \u201csale\u201d of their \u201cpersonal information\u201d with the opt-out offered via a prominent \u201cDo Not Sell My Personal Information\u201d link on the \u201cselling\u201d party\u2019s homepage. CCPA does recognize certain exceptions to the definition of \u201csale,\u201d such that not all transfers of personal information are \u201csales.\u201d For example, transferring personal information to a \u201cservice provider\u201d under the law is not a sale.<\/p>\n

If It Looks Like A Loophole…<\/h2>\n

If it sounds like a loophole and looks like a loophole, chances are good that it’s a loophole. One that Facebook, for one, is set to exploit. Facebook executives told its advertisers<\/a> that they won\u2019t need to change their web-tracking services to comply with the California Consumer Privacy Act (CCPA), on the grounds that its use of data to target ads doesn\u2019t constitute \u201cselling\u201d data. Facebook maintains that its site and app pixel tracking isn\u2019t the same as selling data.<\/p>\n

The law is frustratingly hazy on the issue, defining a \u201csale\u201d as a transfer of data in exchange for monetary or other valuable consideration. Facebook\u2019s stance on this issue could set up an early clash with the Golden State’s attorney general.<\/p>\n

In related news, California Attorney General Xavier Becerra asked a state court in November to force Facebook to turn over key documents it has withheld in connection with an 18-month investigation into its privacy practices<\/a>.<\/p>\n

Alleging the social-media giant has \u201crefused\u201d to cooperate with officials, the filing in San Francisco County Superior Court outlines for the first time the extent of Becerra\u2019s concerns that Facebook may have violated state law.<\/p>\n

Google Is Not Perfect, But Google Is Not Facebook<\/h2>\n

Websites and apps using Google\u2019s advertising tools will be able to block personalized ads to internet users in California and elsewhere as part of the Alphabet Inc unit\u2019s effort to help them comply<\/a> with California\u2019s new privacy law.<\/p>\n

It is unclear how many publisher and advertiser clients will enable the new restrictions, as interpretations of the law may vary.<\/p>\n

FYI, businesses are subject to the CCPA if one or more of the following are true:<\/strong><\/p>\n