The California Consumer Privacy Act: Big Data, Biometrics and Consumer Trust

LumenVox is proudly marching into 2020 with the support of California legislation that aligns with our goal to ensure consumer privacy.

According to The Economist, “the world’s most valuable resource is no longer oil, but data.” This fact has triggered trust issues with consumers in all 50 states of the US and around the globe. Technology has progressed at an astounding pace. Our home state of California has decided it’s time for the laws to catch up.

California directly addresses these data privacy issues for its nearly 40 million constituents with the passing of The California Consumer Privacy Act (CCPA). The Act was signed by Governor Brown in 2018 and goes into full effect January 1st, 2020: All businesses registered within the state of California are required to comply with the laws. The passing and enactment of this legislation represents a significant landmark to ensure the fair and ethical handling of consumer data.

Because the largest multinational technology companies in the world (Google, Facebook, etc.) operate within the state of California, this Act will more than likely affect more than just Californians. As of 2019, all fifty states enforce legislation to protect consumers’ private information, but the CCPA calls for stricter data ground rules, greater transparency from the companies and greater control for the consumers. It also names specific, time-bound consequences if companies do not comply.

The CCPA protects consumers’ privacy by requiring the following:

• General Disclosure. If a business collects personal information, this needs to be disclosed in a privacy policy on the business website.
• Requests for Information: Consumers have the right to request to know what data is collected, as it specifically pertains to the individual.
• Deletion: If the consumer desires, personal information can and will be deleted by the business.
• Same Service: The business is required to provide “equal service and pricing…even if they [consumers] exercise their privacy rights under the Act.” There can be no discriminating towards consumers who want to keep their data to themselves.

LumenVox is proud to call California home, and just like our state, we believe consumer trust is even more valuable than data. When it comes to information as sensitive as biometrics, protection is key. This privacy legislation empowers consumers and limits the sovereignty of technology. We are here to exemplify the fact that biometrics can both comply with these laws and surpass consumer expectations.