Kristen Mathews spoke to Bloomberg Law about the passage of the Proposition 24 ballot initiative, also known as California Privacy Rights Act (CPRA), which comes with additional regulatory measures that will require extra compliance for tech companies and other businesses operating in California.
Under the ballot initiative, companies must publish the retention periods for various kinds of personal data that they capture, according to Kristen. That may be a big hurdle, given the complexity of business’ systems and the way data flows through their infrastructures.
She noted that the measure also gives consumers the right to opt out of their data being shared for “cross-context behavioral advertising,” or targeted advertising, even if it’s not being explicitly sold.
“Companies are going to have to sit down and figure out what the delta is between the California Consumer Privacy Act (CCPA) and the CPRA,” she said. “That involves revising privacy policies and changing back-end practices.”
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