California's landmark 2018 data privacy law — the strongest consumer data protection statute in the US — giving California residents the right to know, delete, and opt out of the sale of their personal information.
The California Consumer Privacy Act (CCPA), effective January 2020 and strengthened by the California Privacy Rights Act (CPRA) in 2023, gives California residents rights including: the right to know what personal data is collected; the right to delete personal data; the right to opt out of sale or sharing of personal data; the right to correct inaccurate data; and the right to limit use of sensitive personal information. It applies to businesses that meet certain thresholds (revenue, data volume) and carry on business in California. The California Privacy Protection Agency (CPPA) enforces it.
A California resident discovers that a data broker is selling her personal information — including her browsing history and location data — to advertisers without her consent. Under the CCPA, she submits an opt-out request. If the broker continues selling her data, she can complain to the CPPA or bring a private action for a data breach.
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