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CCPA’s Effect on Personalized Marketing and How to Adapt Your Strategies

March 10, 2020

The California Consumer Privacy Act (CCPA) came into force on Jan. 1, 2020, and it greatly restricts how brands collect and manage consumer data, thus affecting personalized marketing. Under the CCPA, consumers will know when personal data is being collected and where that data is being sold. They will also have the right to access that data, refuse data collection, and request that a business delete their personal information.

The CCPA is the latest in a set of measures being introduced to protect consumer privacy. When Europe’s General Data Regulation Protection law went into effect in May 2018, businesses operating on a global scale had to update their websites to comply with the data access and deletion requirements.

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