Industry demands forbearance in the enforcement of CCPA amid the emergency

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 18, 2020, 10:50 AM UTC

Insights Association along with other industry groups has sent a coalition letter to the California Attorney General.

The letter implores California Attorney General Xavier Becerra for the temporary forbearance in his enforcement of the California Consumer Privacy Act (CCPA) until 2nd January 2021. Though compliance with the privacy law by 1st July already seemed a “near-impossible” task, it would be even more difficult during the general state of emergency.

Many companies have actuated compulsory work from home measures to prevent the spread of coronavirus. That is why there are no dedicated, on-site resources to create business procedures that comply with new CCPA regulations.

IA and its allied partners fully support California’s efforts to provide consumers with upgraded privacy protections. The author, however, states that “short forbearance will give businesses the time they need to understand and effectively operationalize the rules”.

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