A grassroots back law called the California Consumer Privacy Act has been opposed rather vigorously by many corporations.
The California Consumer Privacy Act of 2018 (the “Act”) was signed into law by California Governor Jerry Brown on June 28, 2018.
The main features of the Act include:
- the right to “opt out” of allowing a business to sell their personal information to third parties (or, for consumers who are under 16 years old, the right not to have their personal information sold absent their, or their parent’s, opt-in);
- the right to have a business delete their personal information, with some exceptions; and
- the right to receive equal service and pricing from a business, even if they exercise their privacy rights under the Act.
We like the 4th idea of equal service and pricing. The Act comes close to the Canadian Equality under the Law and Equal Benefit of the Law.
California allows citizens can propose new laws and constitutional amendments, and may secure a statewide vote on their initiatives if they get enough signatures on a petition advocating that the proposed law appear on a future ballot. This act was the direct result of a grassroots petition. Once the ballot is approved, its almost impossible to amend the law by politicians which makes close to a constitutional right.
Larger database operations like Facebook, Twitter and others are being subject to many new requirements. The law affects companies with 50,000 records (people) or more. There are a lot of internet companies in California who now subject to the law.
The Act will give new rights to the state’s 40 million inhabitants, including the ability to view the data that companies hold on them and, critically, request that it be deleted and not sold to third parties. Selling data has been a widespread practice but consumers are not happy with the data breaches in the media.
Corporations have until January 1, 2020 to get their act together. Corporations want lots of changes but they are not going to get their way anytime soon.
We have used location at the national level in the past before Amazon adopted their OneLink which adapts to local markets to some extent. The footer ads are location agnostic.
We now use contextual ads which are localized to some extent. Context ads are imperfect but most of the time they figure it out. The context is partially based on the page content and partially on the user profiles. The majority of users here are under 25 and 80% are male so obviously selling potted plant soil is not going to get many clicks. People come here for gaming.