The California Consumer Privacy Act (“CCPA”)

Privacy regulations such as the General Data Protection Regulation (GDPR) and, most recently, the California Consumer Privacy Act (CCPA) are fundamentally shaking up existing business models for small and large business players, including major corporations.

The CCPA, which has come into effect since January 1, 2020, introduces additional consumer privacy rights alongside more business obligations. 

Businesses located or operating in the state of California are now required to limit the collection and sale of personal information, thereby reforming common business practices like the use of advertising technology.

Limited Data Use for Facebook Advertising

One of these reforms is happening right inside Facebook Inc.’s California headquarters. The technology giant has developed a proprietary Limited Data Use (LDU) feature in an effort to comply with the CCPA and give businesses more control over how their data is used.

The social media conglomerate is positioning itself as a service provider of personal information, effectively mitigating its liability. Hence, it is up to you to determine your compliance levels with the CCPA when it comes to how you leverage any consumer data provided by Facebook. 

By turning on Facebook’s LDU feature, personal information on California residents will not be included in advertising campaigns performed on or by Facebook on behalf of your business. 

While this may significantly reduce the quantity and quality of consumer data collected for advertising purposes, it will also prevent your business from being exposed to liability.

Enabling the LDU Feature

Businesses advertising on Facebook with the LDU feature activated must take steps such as updating website privacy policies and adding new tools to offer California consumers a mechanism to opt-out of advertising and exercise their new CCPA rights. This way, website visitors can opt-out of Facebook cookies and control how Facebook processes their personal information.

Rather than accept the risk of noncompliance, reach out to our team of privacy professionals today and let us help your business achieve CCPA compliance. Click here to Schedule an appointment for a time that works best for you.

We look forward to hearing from you.

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