Agency and Marketing Solutions Summer Report 2024

US Regulations The US lags global regulation standards, with most laws being decentralized and at the state level. CCPA (California Consumer Privacy Act): A similar privacy law to the EU GDPR — it requires organizations to obtain explicit consent from individuals before collecting data and allows individuals to request deletion of data. The regulation applies to any organization that collects the personal data of California residents and has annual revenues of $25 million or more. The CCPA went into effect in January 2020. State-Level Data Privacy Acts: Five new laws took effect in 2023, with regulations coming to Virginia, Colorado, Connecticut, Utah, and California. Additionally, new rules were enacted in Texas, Oregon and Montana in 2024 with several other states to follow suit in 2025 and beyond. Notably, in May of this year, Vermont passed a provision that would allow individuals to sue companies that violate their privacy rights — one of the strongest data privacy measures in the country. American Privacy Rights Act of 2024 (APRA): A bipartisan group of federal lawmakers released a draft piece of legislation in April 2024 that would establish a comprehensive federal consumer privacy framework — the first of its kind. Congress has discussed such legislation for many years which has bicameral support, including several key members of the House and Senate.

Source: Forbes, Basis Technologies.

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