CCPA Enforcement Begins Today

The California Consumer Privacy Act (CCPA), which provides consumers with access and control over their personal information, officially took effect on January 1, 2020. However, the actual enforcement of this regulation begins TODAY, July 1, 2020. Therefore, brands need to ensure their compliance now to avoid risk of enforcement actions.


A helpful tip: the use of PII for measurement increases a brand’s risks for running into issues with the CCPA, so it is crucial for businesses to (re)consider their marketing measurement strategies and ensure that these strategies don’t undermine the privacy rights of consumers. It is also important to note that the enforcement of these regulations is beginning faster than with the GDPR, so brands that assumed they would have more time need to act now.


OptiMine is the only marketing measurement vendor fully compliant and 100% risk-free in regard to the CCPA as our solution uses no PII, no cookies, and no tracking tags—ever.


CCPA rights explanation graphic



For more information, read the full article from the State of California Department of Justice: