Advertisers Object to California Agency’s Draft Data Broker Rule

Advertising groups and other businesses have raised concerns that they could be unfairly captured over proposed new rules for California’s data broker registry. Meanwhile, consumer advocates have praised the proposal as placing much-needed guardrails on a multibillion-dollar industry.

The industry groups signaled their opposition to the California Privacy Protection Agency as it writes guidelines stemming from the 2023 Delete Act, which transferred oversight of the registry from the state attorney general. The Delete Act also will give state residents the ability to delete all their data from all data brokers through a single portal. Brokers are companies that amass and ...