CCPA/CPRA: Navigating California Privacy Laws
Understand the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA), and how to manage opt-out requirements.
The California Consumer Privacy Act (CCPA) and its amendment, the California Privacy Rights Act (CPRA), form the foundation of consumer privacy rights in the United States. Unlike the opt-in model of the GDPR, California operates primarily on an opt-out model for the "sale" or "sharing" of personal information.
Under the CCPA/CPRA, businesses must provide a clear "Do Not Sell or Share My Personal Information" link. When a user exercises this right, your User Consent Management Platform (CMP) must instantly halt the sharing of data with third-party advertising networks, seamlessly integrating with signals from Google Consent Mode V2 and Microsoft UET.
The CPRA also introduces strict requirements around the minimization of data collection and the handling of sensitive personal information. Meeting these requirements is a blueprint for complying with other emerging US state laws, such as the VCDPA, UCPA, and CTDPA.
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