Beginning New Year’s Day, you may have noticed a small change
to some of the websites you visit: a button or link, probably at
the bottom of the page, for privacy policy and/or reading “Do
Not Sell My Personal Information.” The California Consumer Privacy Act defines
personal information broadly, including, but not limited to
identifiers (name, address, online identifier, IP address, etc),
purchasing history, geolocation, audio/video, biometric data,
inferences made about your personality or psychological trends.
The act also allows Californians to see the sources of that
data, the types of third parties data is shared with, and how it
has been categorized.
It empowers consumers to access the personal data that companies
have collected on them, to demand that it be deleted, and to
prevent it from being sold to third parties. Since it is a lot
more work to create a separate infrastructure just for
California residents to opt out of the data collection industry,
these requirements will likely transform the internet for most
users. Unless you love ads, take advantage and opt out.
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