BLOG POST 3 minutes 12/27/2019

Is your Marketing Team Ready for CCPA?

CCPA Marketing

On January 1, 2020 the California Consumer Privacy Act (CCPA) will officially go into effect. Is your marketing team ready? 

This pivotal regulation introduces new individual rights for California residents. And it forces companies that do business in the state to execute operational changes to their privacy programs.

While marketers have had plenty of time to prepare for the mandates of CCPA compliance, many have fallen behind in implementation or just don’t know if what they have completed meets the expectations of the CCPA.

To help, we’re covering the three essential areas marketing teams must get right in order to comply with the CCPA regulations in 2020.

Data Collection

Data is at the core of CCPA compliance. 

And the way you gather and use data needs to be re-thought to support new operational processes and marketing strategies. 

First and foremost, brands need to review information security of existing data. If you’re not using specific data sets, consider deleting them altogether. Definitely encrypt sensitive or personal information you’ve gathered from users. And if you buy or sell data, you’ll have to seriously consider stopping these practices altogether.

Next, analyze your data collection processes. What information do you ask for on forms? Most consumers expect to give brands a name and email address. With each additional form field, more red flags are raised in the minds of consumers. This is especially true if there’s no obvious reason for how you’d use the data to personalize or customize their marketing experiences.

Preference Management

Any preference management tools or processes your marketing uses will need an upgrade for CCPA compliance. 

Make sure to dust off your privacy policy and run it by your legal team. Since it was most likely updated recently for GDPR compliance, it should be close to complete for CCPA compliance, too. You can also take this opportunity to follow the lead of companies who’ve made their privacy policies brand statements.

Next, if you don’t have a preference center, now is the time to create one. A global opt-out link is required by both the GDPR and the CCPA. In addition to this option, though, you can also add granular opt-down options to your preference center. This increases the chance users will still stay subscribed, but only to the content and at the frequency they choose.

Finally, make sure your preference management includes an opt out for adtech cookies to allow a consumer to opt out of the sale of information. This may be in the form of an opt out consent banner or a link to trigger an opt out. A crucial step to getting this right is making sure your company has the ability to flag, disable, or delete a user’s information being passed for the sale of information if he or she desires it.

CCPA Compliance Software

When it comes to implementation, CCPA compliance software is a need-to-have, not a nice-to-have. The regulation is just too complex and far-reaching for one company to handle manually. 

Compliance software helps organizations pinpoint where personal data lives and how it’s used. It streamlines the ability to manage and respond to consumer rights requests, opt-out requests, and Do Not Sell requests. It automates data collection and preference management so you don’t have to. 

The benefits of software are undeniable, and there are few companies facing the 2020 CCPA compliance deadline without it. If you haven’t onboarded a solution yet, we’d recommend getting started as soon as possible.


Conclusion: CCPA Marketing and Compliance is Critical

With fines for non-compliance set at $7,500 per incident, following the CCPA guidelines to the tee is crucial for companies of all sizes. 

Marketing teams would do well to get their houses in order by updating their data collection processes, fine-tuning their preference management strategies, and investing in compliance software.

Brands can take it a step further if they want to gain respect and engagement from their customers by proactively educating users about the law and their individual rights. This is a long-term marketing play when most are only thinking short-term.

To learn more about CCPA compliance and to talk to an expert about the OneTrust PreferenceChoice preference management solution, schedule a 1-on-1 meeting today

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