Everything You Need to Know About CCPA and Email Marketing

California’s Consumer Privacy Act, effective January 1, 2020 and later expanded by the California Privacy Rights Act in 2023, grants California residents rights to know what personal data businesses collect, access or delete it, learn whether it is sold or disclosed, opt out of sales, and avoid discrimination for exercising privacy rights. It generally applies to qualifying for-profit businesses with annual revenue above $25 million, that handle data from at least 50,000 California residents, households, or devices, or that earn more than half their revenue from selling Californians’ personal data. Businesses, including those conducting email marketing, should provide clear collection notices and accessible privacy policies, verify and respond promptly to consumer requests, maintain processes for deletion and opt-outs, disclose data-sharing practices, protect collected information, and ensure service providers comply with applicable requirements. Violations can result in per-violation fines and consumer damages that may become substantial in large-scale incidents. Although similar to the EU’s GDPR, the CCPA has a narrower business scope, focuses more on consumer rights than technical safeguards, and differs in areas such as data correction rights and children’s consent rules; organizations are encouraged to seek legal advice and prepare for comparable privacy laws in other jurisdictions.

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