New California Privacy Law: Rights Consumers Must Know.

🛡️ The Dawn of Data Rights: A National Standard Set in California

In the United States, data privacy legislation has historically been fragmented. However, the California Consumer Privacy Act (CCPA), especially after its expansion (often informally referred to as CCPA 2.0 or CPRA – California Privacy Rights Act), has become the de facto national standard. This law grants consumers unprecedented rights over how businesses collect, use, and sell their personal information.

Though rooted in California, the CCPA affects any company that conducts substantial business in the state, meaning its impact is felt by major corporations and consumers nationwide. Understanding your rights under this legislation is no longer optional—it is a critical part of modern digital citizenship.

This guide clarifies the key provisions of the new privacy landscape, explains your most important consumer rights, and outlines actionable steps you can take today to protect your digital footprint from unauthorized use and sale.

🔎 Key Rights Guaranteed by the CCPA/CPRA

The expanded California privacy law gives consumers significantly more control over their personal data. These rights fundamentally change the relationship between individuals and the businesses they interact with online and offline.

1. The Right to Know

Consumers have the right to request that a business disclose the specific pieces of personal information it has collected about them, the sources of that information, the business purpose for collecting it, and the categories of third parties with whom the information is shared.

2. The Right to Delete

Consumers can demand that a business delete any personal information collected from them, subject to certain exceptions (e.g., if the data is necessary to complete a transaction or detect security incidents).

3. The Right to Opt-Out of Sale or Sharing

This is perhaps the most famous provision. Consumers have the right to direct a business not to sell or share their personal information. The CPRA specifically defines “sharing” to include behavioral advertising, greatly expanding consumer control over tracking.

4. The Right to Correct Inaccurate Information

A newer right under the CPRA, consumers can request that a business correct any inaccurate personal information it maintains about them.

5. The Right to Limit the Use of Sensitive Personal Information (SPI)

This right allows consumers to restrict the use of certain sensitive data—such as precise geolocation, racial or ethnic origin, health data, and private communications—to only what is necessary for the service.

Responsible Affirmation: While the CCPA/CPRA applies directly to California residents, major US tech companies often extend similar privacy controls nationally for simplification. However, always verify your specific state’s consumer protection laws for local compliance and rights.

💻 The Digital Shield: Actionable Steps for Consumers

While the law places obligations on businesses, consumers must actively utilize their rights to benefit from the CCPA/CPRA.

1. Look for the “Do Not Sell or Share My Personal Information” Link

Every website covered by the CCPA must provide a clear and conspicuous link or button allowing you to opt out of the sale or sharing of your data.

• Action: Click this link and follow the steps to submit an opt-out request. This often involves entering your email address and state of residence.

2. Utilize Global Privacy Controls (GPC)

The GPC is a signal you can activate in certain web browsers or browser extensions (like privacy tools or VPNs) that automatically communicates your “Do Not Sell” preference to every website you visit.

• Action: Install a compatible browser extension or configure your browser settings to send the GPC signal. Businesses are legally required to recognize this signal as a valid opt-out request.

3. Clean Up Data Brokers

Data brokers are companies that collect and aggregate your personal data from various sources (online activity, public records) and sell it.

• Action: Identify major data broker services and use the CCPA/CPRA’s “Right to Delete” to submit removal requests. Several paid and free data removal services have emerged to simplify this complex process.

4. Review Mobile App Permissions

Many smartphone apps request access to sensitive information, like your microphone, camera, or precise location, far beyond what is required for the app’s core function.

• Action: Conduct an annual audit of your phone’s privacy settings. Disable location tracking for apps that do not genuinely require it.

⚖️ The Future of Privacy: Beyond California

The success and expansion of the CCPA/CPRA demonstrate a clear national trend toward greater consumer control over data. States like Virginia (VCDPA) and Colorado (CPA) have enacted similar comprehensive privacy laws, creating a patchwork of regulations across the US.

This complexity means that businesses must adopt high compliance standards, which, in turn, benefits consumers across all states. As technology advances, expect continued legislative efforts at the federal level to consolidate these state laws into a singular, national privacy act.

🎯 Conclusion: Your Data is Your Property

The CCPA/CPRA reinforces the principle that your personal data is a valuable form of property, and you have the right to control its movement and monetization.

For the American consumer, the immediate action is clear: actively use the “Right to Opt-Out” and employ digital tools, like browser privacy controls and high-quality VPNs, to enforce your preferences. By taking control of your data, you mitigate identity risk, reduce unwanted behavioral advertising, and participate actively in the new era of digital privacy rights.