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Ad Tech Group Asks California to Delay Privacy Law Enforcement

March 27, 2020, 9:28 PM

An advertising technology trade group representing Facebook Inc. and Alphabet Inc.'s Google is asking the California attorney general to delay enforcement of the nation’s toughest privacy statute so they can focus on the novel coronavirus pandemic.

“It’s appropriate to cease enforcement until next year because of the very limited time for companies to come into compliance and the virtually unprecedented disruption caused by the current global COVID-19 pandemic,” said Dan Jaffe, vice president of government relations at the Association of National Advertisers, in a statement.

Companies were to file comments with Attorney General Xavier Becerra by Friday on his proposed regulation for enforcing the California Consumer Protection Act starting July 1.

Becerra (D) remains committed to enforcing the law starting July 1, his office said in a statement.

Companies have pushed Becerra to release final CCPA rules to help them fully comply with the law as the enforcement deadline approaches. They have asked for clarifications about loyalty reward programs, consumer access requests, browser signals and privacy controls, in filings with Becerra’s office.

Jaffe’s group represents The Walt Disney Co., Facebook, and Google, among other advertisers.

“During these extraordinarily turbulent times, the business community has to be able to focus on addressing the global health and economic challenges facing all of us,” Jaffe said in the statement.

Privacy groups, on the other hand, have asked Becerra to not delay enforcement. “As consumers shift to working from home and spending even more of their time online in light of the COVID-19 crisis, now more than ever, they need baseline protections to protect their privacy and security,” Consumer Reports said in its comment.

-- With assistance from Sara Merken

For additional legal resources, visit Bloomberg Law In Focus: Coronavirus (Bloomberg Law Subscription)

To contact the reporter on this story: Daniel R. Stoller in Washington at dstoller@bloomberglaw.com

To contact the editor responsible for this story: John Hughes at jhughes@bloomberglaw.com; Keith Perine at kperine@bloomberglaw.com

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