California’s recently passed consumer privacy law does not take effect until January 2020. But the media and advertising industry is looking to avoid a repeat of this year’s last-minute scramble to comply with the European Union’s General Data Protection Regulation.

Trade organizations such as the Association of National Advertisers, the Interactive Advertising Bureau and the Association of Magazine Media are educating their members about what they will need to do to comply with the California law and working with California law firms and the California Chamber of Commerce to lobby for clarifications on the law and changes to make it less onerous for businesses.

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