Personal data could also include inferences drawn from information, such as a consumer's preferences, characteristics, psychological trends, predispositions, behavior, attitudes, intelligence, abilities, and aptitudes. These forms of data also fall into the category of personal data under the CCPA.
Recent amendments to the CCPA introduced in Assembly bill 874 add the qualifier "reasonably," as in “...Information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household…”. This clarification can help in medical studies where large data sets are anonymized.
Characteristics of Personal Data under the CCPA
According to the CCPA definition, four requirements must be fulfilled for information to be deemed personal.
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Information That Identifies:
This requisite refers to information that clearly identifies a consumer or a household. This information could include a real name, social security number, and even an image of the person; these all constitute personal data under the CCPA.
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Information That Relates:
This requirement refers to information that does not identify a person or household by its content but by its purpose. For example, it is debated that information gathered through cookies or alternate tracking methods can be classed as personal information that relates to a consumer and becomes a part of a consumer's personal data.
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Information That Describes:
Information such as drug prescriptions, dosage, drug identification number, phone number, and other information that can be used to describe a consumer falls under the category of personal data under the CCPA.
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Information That Can Be Reasonably Linked:
In company databases and software, internal systems may embed tracking to keep data organized. Although this tracking system may not have the intent of tracking individuals, the CCPA classes any information taken from this system about an individual as personal data.
Who Must Comply With the CCPA?
Now that we know what personal data is, enterprises need to know to whom the CCPA applies. There are two requirements that, when met, obligate an organization to comply with CCPA regulations:
1. The company collects personal data from California residents.
2. The company (or their parent company or a subsidiary) exceeds at least one of the three thresholds:
- It has an annual gross revenue of at least $25 million.
- It obtains personal information from at least 50,000 California households, and/or devices per year.
- It obtains at least 50% of its annual revenue from selling consumers' personal information.
When a company fulfills these requirements, it must comply with the CCPA or deal with the repercussions.
Although this may seem like a narrow scope that excludes a lot of companies, experts have estimated that a potential 500,000 companies must comply with CCPA across the globe. This is mainly because of the financial and demographic weight of the state of California and its businesses. Whether an online business or working in the global market, chances are that an organization has interactions with at least some California resident
How will CCPA Benefit Consumers and Businesses?
CCPA is designed to give consumers more power over their personal data. The rights embodied in CCPA give consumers more control over their data than ever before.
1. Consumers have the right to access their data that is held by companies, for free, up to twice every year.
2. Consumers have the right to opt-out from companies selling their data. They can also require companies to delete their information.
3. If there is a security breach in the company and a consumer's personal data is stolen, the CCPA fines the enterprise up to $750 per incident. With the amount of records stored by companies, these fines could translate to millions if not billions of dollars per data breach.
4. For children under 16, there is a mandatory opt-in for data collection. This requirement helps protect the privacy of minors.
Overall, the CCPA grants transparency to consumers from companies. From now on, companies must be upfront about the data that they possess, and they cannot sell that data without consumer consent.
With customers' ability to opt-out of data collection, data selling is more restricted and forces companies to collect their own data on a first-party basis. This strategy change means that companies have more accurate data and must know the exact origin of their data. This original data can be used to improve marketing activities and target the people that are a company's core audience.
How can Companies Comply with the CCPA?
The following are some fundamental building blocks of a state-of-the-art CCPA compliance solution:
Automatic Personal Data Discovery & People Data Graph Building
A fundamental building block of a CCPA compliance solution should be to automatically gather personal data across a myriad of systems like private apps and databases, IaaS and SaaS platforms. However, a comprehensive compliance solution shouldn’t stop there. Another critical function would be to automatically map this data to individuals, enabling a “people data graph” to ensure complete automation and compliance.
Secure Privacy Portal
A secure privacy portal with a cybersecurity focus is critical to collect and fulfill requests in a secure environment. Essentially, this portal would function as a secure interface between users who are requesting access to their data, and your employees who are fulfilling these data requests.
Robotic Automation of Data Subject Access Requests
With CCPA going into effect, we can expect a rise in DSARs being received by enterprises. Since fulfilling them requires a comprehensive search across a myriad of systems, manual fulfillment can be ruled out as a practical solution. Intelligent robotic automation can not only significantly cut down on DSAR fulfillment costs, but it can also substantially reduce fulfillment times. A CCPA compliance solution built on state-of-the-art robotic automation protocols can be a powerful tool for any business operating in a post-CCPA world.
Consent Lifecycle
Automatically tracking the consent lifecycle across users will help a business understand when consent was given, the purpose of collection of user data, and update systems when consent is enabled or retracted by a user. Automation can accelerate this process more cost-effectively, with greater accuracy and at greater scale when compared to manual processes.
