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California lawmakers approve highly contested new data privacy rules, staving off a November ballot initiative

California lawmakers approve highly contested new data privacy rules, staving off a November ballot initiative

The legislation echoes GDPR and affords consumers greater control of their personal data.

 

California Governor Jerry Brown signed a bill Thursday that will give residents of that state the highest level of data privacy protection in the nation. The California Consumer Privacy Act gives consumers an array of new rights, including the right to prevent businesses from selling or disclosing their personal information.

A similar initiative was intended to be on the ballot in November. But with the heightened awareness around data management in the wake of events such as the Facebook/Cambridge Analytica debacle, legislators took the matter into their own hands. Facebook itself seemed to see the writing on the wall when it dropped opposition to the law in April. The law levies steep penalties for companies that do not comply.

Read the Rest at Martech Today.

 

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