LSA19 Privacy Sessions: What You Need to Know — and Do (Now)
January 28, 2019 | Contributed by: Greg Sterling
Today, January 28, is officially “Data Privacy Day,” which began in 2007 in Europe and in 2008 in the US. Privacy is a topic that many people find confusing or boring. But it’s probably the most important topic facing marketers and brands right now.
Data is the currency of the digital economy. Privacy rules have a dramatic impact on how data can be collected, used for targeting and resold to third parties. Many people in the US take the position that tough privacy regulation is something that’s happening in Europe but won’t affect US companies. Think again.
Europe’s General Data Protection Regulation (GDPR) changed the calculus for advertising and personal data usage in Europe, which is still playing out with an increasing number of lawsuits and significant fines. In June of last year, California enacted the California Consumer Privacy Act (CCPA) of 2018. CCPA, the toughest consumer privacy law in the country, will go into effect on January 1, 2020. It will become the de facto privacy law of the land unless federal legislation pre-empts it or another large state passes an even stricter law, which is possible.
CCPA will apply to any business that has gross revenue over $25 million. So it won’t affect most SMBs or many smaller startups. But it will affect the large platforms and data brokers.
Arguably the biggest single difference between GDPR and CCPA is opt-in vs. opt-out. Before most personal data can be used in Europe consumers must actively consent to its use. CCPA is mostly an opt-out law though it also contains some burdensome compliance rules. But multiple federal bills have been introduced. Some of these are tougher and some weaker from a consumer perspective.
It’s highly likely that there will be some kind of federal action this year. And because the rules will change next year, regardless, we’ve created two sessions on data privacy and location at LSA19.
On February 27 we’ll have a panel discussion on what brands and marketers should expect in the near-term around privacy and location data. We also added a more in-depth privacy workshop on February 25 that will offer practical advice about the concrete steps that companies should take now to prepare for 2020 — and potential federal legislation.
These are two critical sessions you won’t want to miss:
Data, Privacy & the Future of Location
Our panel will debate whether we’re going to be living under an opt-out or opt-in consent framework and that that will mean … for everyone in the room.
Workshop: What Europe Can Teach US Companies about Location and Data Privacy
What can the European example teach US companies about location data and privacy? This session will present practical advice on how companies should be preparing now for the inevitability of stricter privacy rules in the US.