It can be argued the General Data Protection Regulation (GDPR) put the idea of consumer rights on the map regarding privacy. The California Consumer Protection Act (CCPA) which passed in 2018 went into effect on January 1, 2020. It is one of the lastest laws in a string of new privacy regulations that are sweeping the globe. To learn more about CCPA please see a recent article from RIVN that offers some great details here.

For this article, we focus on the rights that are protected under CCPA. But, the really interesting part about these rights is new privacy acts that are popping up in Nebraska, Florida, Washington and are all following this same playbook. Therefore, it is critically important for companies to establish a process to ensure their consumers have the availability to exercises these rights and more important to be able to react to them when necessary.


Here are the rights that will be enforced by CCPA.

  • The right to delete personal information held by businesses and by extension, a business’s service provider;
  • The right to know what personal information is collected, used, shared or sold, both as to the categories and specific pieces of personal information;
  • The right to opt-out of the sale of personal information. Consumers are able to direct a business that sells personal information to stop selling that information. Children under the age of 16 must provide opt-in consent, with a parent or guardian consenting for children under 13.
  • The right to non-discrimination in terms of price or service when a consumer exercises a privacy right under CCPA.

As noted in the first bullet point above consumer deletion requests will continue to be a key part of almost all new privacy regulations. For digital marketers, finance, IT professionals and legal teams the greatest hurdle may be consent management and the “Right to Erasure/Deletion” itself. 

Contemporary organizations are searching for a module-based solution such as RIVN to step up to meet this need with an easy to use SaaS-based single function that allows brands worldwide to meet business needs and be ready for what is next.

To learn more about regulations mentioned above please see the following links below: