(NPR) — On Jan. 1, the toughest data privacy law in the U.S. takes effect in California. Under it, consumers will be able to opt out of the sale of their personal information.
Under California's new digital privacy law, consumers can opt out of the sale of their personal information. The toughest data privacy law in the U.S., it's expected to set the standard nationwide.
“On Jan. 1, 2020, all Californians will be able to find out what personal information a business is collecting about them, their devices and their children,” said Mary Stone Ross, one of the new law's co-authors, and a nationally recognized data privacy expert.
According to the law, consumers will be able to opt out of the sale of their personal information. If a company fails to implement reasonable security practices and consumers' personal information is breached, they'll be allowed to sue those companies.
What companies can't do anymore, legally, is sell that data if you tell them not to. But if they do anyway, consumers can't sue. The law reserves lawsuits for another all-too-common problem: “It's only for data breaches. So if certain categories of personal information, for example, your Social Security number, are breached, and a business fails to implement reasonable security practices, then you have cause,” said Stone Ross.