Advertisers call for delay in enforcement of California’s privacy law

The Association of National Advertisers (ANA) in the US has asked the governor of California Gavin Newsom to hold off applying the California Consumer Privacy Act during the coronavirus crisis.

Taking effect on 1 January, the act gives the state’s residents the right to: see what data companies have gathered on them; prevent it being sold to third parties; and have the information deleted. Attorney General Xavier Becerra is due to begin applying the law from 1 July.

“Consumers, businesses, and the public health would benefit from a reasonable forbearance of enforcement during this pandemic,” online news source Digital News Daily quoted the association as saying in a letter to Governor Newsom.

The sector body also criticised a proposed regulation requiring companies to honour user-enabled global privacy controls as a violation of the US constitution “by impermissibly burdening businesses’ commercial speech”.

The California Consumer Privacy Act is noteworthy as the first comprehensive legislation which focuses on consumer data and privacy in the US.

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