Consumer Consent in a New Era of Data Privacy

Sep 06,2019

Attorneys in California and the United States at large will soon be forced to grapple with a new trove of information regarding the evolution of consumer privacy laws. Although it is still possible for Silicon Valley to lessen the impact of the proposed California Consumer Privacy Act, it is all but certain that state-level or federal privacy laws are not-so patiently waiting on the horizon.

With that in mind, it is in the best interest of legal practitioners across the country to begin formulating new strategies for addressing the complex nature of big data and consumer privacy now and for the future alike.

Third Party Access Is Key

Once of the biggest complaints for CCPA activists against tech companies today is the type of external access commonly granted to third-party organizations. Consumers often carry the expectation that their private date will, indeed, remain private. Be that as it may, consumer data is shared a mind-mindbogglingly large number of times each day, even if its not part of a direct buy/sell of user data. For example, consumer data is often shared for ad targeting campaigns.

Programmatic media relies extensively on consumer data, which means that this particular marketing strategy could be devastated by these changes. When consumers tell a company that their information cannot be sold to a third-party, that company will be forced to comply beginning on January 1st.

Attorneys involved in cases reflecting the issues mentioned here should pay close attention to how and when big businesses collaborate with consumer data providers and exchange this type of information, in the process. If exchanges such as these aren’t clearly dictated in the privacy policy or Terms of Use, an attorney might just have a case on their hands.

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