The Association of National Advertisers (ANA) is working with the California Chamber of Commerce and a broad range of companies and industry groups to oppose a California ballot initiative that would drastically change how consumer information is collected and shared. The California Consumer Privacy Act of 2018 would apply to almost every company that conducts substantial business in California and collects personal information about its customers.  If passed, the Act would give consumers the right to demand from companies all of the personal information that has been collected about them, both online and offline, for the preceding 12 months, and information on all third-parties to which personal data is sold.  Moreover, it would require companies to give consumers the ability to opt out of any sale or sharing of this information.  Companies that suffer a data breach or failed to comply with a consumer’s opt-out request would be subject to serious financial penalties ranging from $1,000 to $7,500 per violation.

The ANA is urging marketers to join the list of companies who are publicly opposed to this initiative and help spread the word.