The California Consumer Privacy Act (CCPA) is in effect and set to be enforced from July 1 onward. However, companies have expressed concern they won’t be ready to meet regulatory scrutiny in just five months.
Insufficient time to prepare was the argument invoked by five advertising trade bodies this week when requesting enforcement of the CCPA be delayed until at least six months after the law is finalized. In a letter to California Attorney General Xavier Becerra, the five advertising and marketing associations—the American Association of Advertising Agencies (4A’s), Interactive Advertising Bureau (IAB), Association of National Advertisers (ANA), American Advertising Federation (AAF), and Network Advertising Initiative (NAI)—point out the draft rules still need to be revised based on input received during the initial comment period from December.
