The impact of CCPA privacy law on marketing agencies
On January 1, 2020, the California Consumer Privacy Act (CCPA) will become law. It will grant consumers five rights that address how companies handle their personal data. A “consumer” is any California resident whose data is collected by businesses. It includes people who are not customers of said businesses. Once the landmark law goes into effect in just a few months, all of U.S. businesses will immediately become subject to a great deal of privacy regulations.
Many of these rights are also conferred by other privacy laws such as the GDPR in the EU.
If you are a marketing agency, what does the law mean to you and how can you prepare? This post will answer those key questions and much more.
The 5 rights granted by CCPA
Right to Notice
First, consumers will have the right to know how your business collects and shares information about them. They will be entitled to inquire as far as the categories and the sources of personal data and how you intend to use it, including whether you plan to sell it to third parties.
Right to Access
Second, consumers will have the right to request a copy of the specific personal information collected about them during the 12 months prior to their request, so you’ll have to provide them a way to access this information.
This is similar to GDPR right to Access requirements. You will need to be able to be easily contacted and respond within a reasonable time-frame to requests.
Right to Deletion (Right to be Forgotten)
Third, with some exceptions, consumers will have the right to have their personal data deleted and so it will be your responsibility to provide an easy way to do that. Can you see how it’s starting to sound complicated?
Right to Opt-Out
Fourth, consumers will have the right to request that you not sell their data to third parties, which will require you to quickly record and retrieve that information on your end.
Right to equal services and prices
Finally, each consumer will have the right to not be discriminated against because they exercised any of those new rights. Are you getting overwhelmed yet? Fortunately, there is an easy solution.
Simplify your Operations with XcooBee
XcooBee is an out-of-the-box solution that reduces your complexity in becoming compliant with privacy regulations regarding user rights. With our seamless integration, it improves your agency’s time-to-market and reduces the implementation complexity. Your campaigns will have the information to become and stay compliant with GDPR, CPPA and many new regulations coming into law.
How does this work
XcooBee has the ability to separate consent from data and manage each separately. Thus, XcooBee can take an all consent related work and manage user privacy consent on your behalf while you manage users’ data. As part of this, we present your customers with the type of data collected, and a time-frame and frequency at which their data is used and interact with them to make changes. We give them control.
Importance of Control
This control element is an important distinction between CCPA and other privacy laws. Under CCPA you must provide a mechanism for users to control the sharing of their data. This maybe a simple link in an email but more likely will require massive rewriting of systems to do properly.
The Benefits Add Up
XcooBee can assist in a few areas besides direct consent management. We can validate your external lists such as existing customers or purchased leads, sorting out unqualified leads so that you can focus on conversions.
To keep your customers loyal and not let the new regulations impact your bottom line, XcooBee’s gamified consent will reward your customers with points every time they agree to share their data. XcooBee will also manage the consent life-cycle and automatically ask for extensions of the consents, increasing the lifetime value of your leads.
If you need to deliver data securely to your customers, for example the required user-data-extract you can use XcooBee facilities to certify that you have sent, and that the user has received their data securely.
Similarly, the XcooBee’s Cookie Kit helps your website manage cookie and fingerprint consent of your visitors. It gives them control over their data, showing them right away that you care about their privacy and building brand trust. This trust is an important building block to turn visitors into customers.
Why partner with XcooBee?
Data security, privacy rules and transparency are hardwired into the DNA of the XcooBee-design to provide the best user experience. All this will take significant time and investment to set up on your own. With XcooBee, you will have access to a compliance solution that is timeless and robust. If you choose to work with us, you can keep doing your work in peace, knowing that your users’ privacy rights, past and future, are covered.
Our easy integration means you won’t have to spend months making your business compliant. We will help you accomplish it in days at a fraction of the cost.
You can’t afford to be caught by surprise
CCPA is only the first of a series of acts which will be signed into law within the coming months and years. After GDPR was adopted in Europe in May 2018, more states and countries are following suit with SHIELD Act in New York State coming up next.