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California Privacy Bill Could Upend the Way Data Brokers Do Business In the Golden State
A California privacy bill that will give consumers the power to delete their personal information through a single request may soon become law, and could upend the way data brokers, advertisers and publishers do business in the Golden State.
The Delete Act, now on Gov. Gavin Newsom's desk, tasks California's privacy regulator with setting up a "simple" way for people to direct companies to delete their information through a single request by 2026. Data brokers, of which there are about 500 registered with the California Department of Justice, will also have to disclose what kind of information they collect on consumers — including precise geolocation and women's reproductive health data — beginning Jan. 1, 2029. They'll also have to undergo compliance audits every three years, starting in 2028.
The California Privacy Protection Agency (CPPA) will have the authority to levy stiff penalties of $200 for each failure to delete, and a $200 fine for each day the data broker fails to register with the CPPA.
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