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December 31, 2019 02:00 pm

US Retailers Rush To Comply With California Privacy Law

U.S. retailers including Walmart will add "Do Not Sell My Info" links to their websites and signage in stores starting Jan. 1, allowing California shoppers to understand for the first time what personal and other data the retailers collect, Reuters reported Tuesday citing sources. From the report: Others like Home Depot will allow shoppers not just in California but around the country to access such information online. At its California stores, Home Depot will add signs, offer QR codes so shoppers can look up information using their mobile devices and train store employees to answer questions. Large U.S retailers are rushing to comply with a new law, the California Consumer Privacy Act (CCPA), which becomes effective at the start of 2020 and is one of the most significant regulations overseeing the data collection practices of U.S. companies. It lets shoppers opt out of allowing retailers and other companies to sell personal data to third parties. In addition to retailers, the law affects a broad swath of firms including social media platforms such as Facebook and Alphabet's Google, advertisers, app developers, mobile service providers and streaming TV services, and is likely to overhaul the way companies benefit from the use of personal information.

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