Protecting Your Personal Information Under CCPA: What “Do Not Sell” Really Means
The California Consumer Privacy Act (CCPA) was implemented on January 1, 2020, with the goal of providing protection for California residents’ personal data. The CCPA impacts how businesses collect, process, and share personal information.
There is a clause in CCPA called “Do Not Sell,” which has caused a lot of confusion among consumers. In this article, we will explore what “Do Not Sell” means and how it impacts the protection of your personal information.
What is “Do Not Sell” and How Does it Work?
The CCPA defines “selling” as “selling, renting, releasing, disclosing, disseminating, making available, transferring, or otherwise communicating orally, in writing, or by electronic or other means, a consumer’s personal information by the business to another business or a third party for monetary or other valuable consideration.”
This means that if a business shares or transfers personal information to another business or third party for any type of compensation, it is considered a sale.
CCPA requires businesses to provide a clear and conspicuous “Do Not Sell My Personal Information” link on their websites or in their mobile apps. Consumers have the right to opt-out of the sale of their personal information at any time.
Once a consumer submits a request to “Do Not Sell,” the business must stop selling their personal information. If a business continues to sell a consumer’s personal information after receiving a “Do Not Sell” request, it may face significant financial penalties.
Why “Do Not Sell” Matters in the Protection of Personal Information
By opting out of the sale of their personal information, consumers have more control over their data. Their personal information is no longer up for sale and is not being transferred or otherwise communicated to third parties.
The “Do Not Sell” clause is especially important in the case of data breaches. In the event that a business experiences a data breach, the consumer’s personal information is not already out on the market and it cannot be sold or transferred to third parties.
Examples of “Sale” of Personal Information
Businesses may sell personal information in different ways. Some common examples include:
• Selling email lists to third-party advertisers
• Selling information to data brokers
• Selling cookies to advertisers for targeted advertising
• Selling personal data for marketing purposes
Conclusion
In summary, the “Do Not Sell” option plays a vital role in safeguarding personal information, giving Californians more control over their data. With CCPA’s regulations in place, businesses can no longer sell or transfer the personal information of California residents without their consent. It is essential for businesses to understand the implications of “Do Not Sell” and implement safeguards to meet CCPA’s requirements to avoid any legal repercussions.
As consumers, we hold valuable personal information, and it is our responsibility to exercise our rights and protect our digital identity.
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