Internet business models that make it digitally easier to connect with customers and prospects have run into a new reality called consumer privacy. However, marketers would do well to consider this an opportunity to build trust with their audience, demonstrating that personal data won’t be used for the wrong purposes. This is what consumers want, after all. A recent survey by Tealium found that 97% of respondents were somewhat or very concerned about protecting their personal data. The message is unavoidable: Privacy isn’t a trend, it’s rapidly become a geographic mandate. The European Union’s General Data Protection Regulation (GDPR) and now the California Consumer Privacy Act (CCPA) are being joined by other data protection regulations that make privacy a fact of life for marketers. Nevertheless, the US is following what happened in the EU—many companies aren’t prepared. The CCPA ruling went into effect on January 1, 2020. Some stats peg the percentage of firms that aren’t ready for this significant new regulation from 56% to as many as 88% . Whether companies are non-compliant because of a wait-and-see approach, lack of funding or confusion about the law, there are compelling reasons to take action. For marketers, who are most impacted by privacy regulations, it’s wise to internalize some simple truths about CCPA. 1. CCPA likely impacts your company if you have California databases. Not being physically located in California by no means gets![]()
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