California back at forefront of online privacy debate

By CMTA Staff

Capitol Update, April 15, 2011 Share this on FacebookTweet thisEmail this to a friend

The California State Legislature is considering a law that would give consumers more control over how their online behavior is tracked and shared with marketers and retailers. An amendment added this week to a business practices bill, SB 761 (Alan Lowenthal, D-Long Beach), could put California at the forefront of the debate over consumer privacy online.

The bill would require any company doing business with consumers in California to tell consumers how their online activity and personal information is being collected, used and stored, and provide them a method to opt out of letting companies track their behavior or use that information. Non-compliant companies would face civil penalties.  The bill offers few specifics about the prohibitions, but says that the California attorney general’s office would develop rules and an enforcement plan.

SB 761 is awaiting its first policy hearing in the Senate Judiciary Committee.

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