Last year, the State Legislature passed a new law called the California Consumer Privacy Act (CCPA) intended to give consumers more control over their personal data. Stronger data protection is something we all support, but this law was passed in just one week with little public scrutiny or consideration for how certain provisions might negatively impact consumers, as well as small businesses.
A flaw in the law could jeopardize the availability of free websites and apps supported by modern online advertising that consumers depend on every day, from email, to news, to driving directions, weather reporting, streaming music, and more. That same flaw could also restrict small businesses’ ability to reach new customers and grow their businesses by showing ads for their product or services to consumers that are most likely to be interested in them.
Legislators need to act this year and pass the Ads Fix to ensure access to these important online services is not disrupted.
The CCPA was never intended to prohibit the use of tailored online ads, since these ads do not require personally identifiable information – such as your name, address, social security number, email, etc. – in order to be delivered to you. Rather, the privacy protective practice of serving tailored ads to consumers on the internet using only technical data not directly tied to individuals helps ensure that important online services remain free and available for all.
- Modern online ads support free online content and services in the same way that TV commercials support free TV programming. Without them, we may have to start paying for the websites and apps we use today for free.
- Modern online ads empower small businesses, allowing them to reach new customers in their community and elsewhere looking for specialized products and services.
- Modern online ads enable charitable groups to reach individuals that are most likely to support their cause.
- Modern online ads ensure all Californians, regardless of education or income level, have equal and free access to information and resources they rely on for work and everyday life, including email, driving directions, weather forecasts, news and more.
- Modern online ads are delivered using only technical data needed to present the right ad to the right device or computer – not personal information like your name, phone number, banking or social security number.
Free access to important online services is critical to our personal and working lives. Tell your legislator to support the Ads Fix to ensure our privacy is protected without jeopardizing the free internet!