Several new state data protection laws will go into effect in 2023, and many market leaders will be required to make some changes to the way they collect and use personal information. The first of these laws will take effect in California on January 1, 2023, and five other states will introduce new laws during the same time period. These new laws will also affect advertisers and service providers. These regulations will apply to the collection, storage and processing of personal information.
Specifically, the California Consumer Privacy Act (CCPA) gives consumers the right to access their personal information, as well as correct, delete, or block data. This law was recently modified to become the California Privacy Rights Act (CPRA). The CPRA includes additional employee rights and protections, as well as a right to portability. The law will take effect in January of 2023, and it has been modified to allow consumers to control the use of sensitive information.
Google is making a number of changes to its platforms and advertising products to comply with the new regulations. For instance, the law will require Google to disclose the sources of information it collects, as well as how users can control and delete information. In addition, Google will be required to make available more information about user locations. This information will not include ZIP codes. Currently, Google can only target ads based on content on a user’s site or browser, and it will use contextual information, such as the contents of an advertisement, to target ads.
In addition, Google is launching new controls for AdSense for Content, AdSense for Games, and Google Analytics. Customers of these products will be able to accept the new terms in their GA or from within GA. Google will send more information about these tools in the coming weeks. However, users who have already agreed to Google’s Online Data Protection Terms will automatically accept the new data protection terms.
Google also plans to introduce service provider terms that will supplement existing data protection laws. These terms will be included in existing contracts with service providers, and will be offered to publishers in Europe. Google is currently preparing to introduce these terms for AdMob, AdSense for Games, and AdSense for Content on May 25, 2018.
The updated draft regulations also include several revisions, focusing on the degree of involvement of third parties. They include provisions for technical and operational testing and inference of sensitive data. They also clarify that service providers may use personal information to enhance their services. In addition, they emphasize that consumer opt-out preference signals should be respected, and that businesses should use reasonable expectations to prevent unwanted collection.
In addition, the updated draft regulations remove several requirements from the current regulations. They also include a contractual requirement that businesses check consumer opt-out preference signals. However, there is an opportunity for the requirement to be reinstated in the future. This would mean that service providers, as well as advertisers, would need to check consumers’ opt-out preference signals, and businesses would need to notify third parties that consumers have chosen to opt out of tracking. This would make it more difficult for businesses to comply with the new regulations.