Other States May Join Calif. to Give Consumers More Control of Data, Say Lawyers
Expect other states to follow California’s lead in trying to give consumers more control over their data, Sheppard Mullin lawyers Michael Sutton and Sara Shanti blogged Wednesday.
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A new state law requiring browsers to implement universal opt-out preference functionality “sends a signal that California is taking additional steps to provide consumers with greater control over how their personal information is sold or shared by businesses and also serves a dual purpose of combatting dark patterns, particularly as it allows consumers to streamline the process of opting out,” the lawyers said. Gov. Gavin Newsom (D) signed the bill, which was endorsed by the California Privacy Protection Agency, into law earlier this month (see 2510080054).
“As California continues to be a trailblazer in expanding consumer control around how their personal information is collected and used, other states will likely adopt similar approaches,” the Sheppard Mullin attorneys said.
They also noted that while the new California opt-out law may directly apply only to browsers, it will also have an impact on any company with a website that receives the preference signals. “Incorporation of easy-to-use functionalities will likely increase the number of opt outs, which regulated parties will be required to honor.”