U.S. state privacy laws are multiplying at a dizzying rate.
The Virginia Consumer Data Protection Act, which came into effect on January 1, 2023, will be followed by the Colorado Privacy Act and the Connecticut Data Privacy Act on July 1, 2023 (“VA/CO/CT Laws”), the same date that the new California Privacy Rights Act amendments to the California Consumer Privacy Act (“CCPA”) will become enforceable.
Finally, the year will come to a close with the Utah Consumer Privacy Act, effective December 31, 2023.
Amidst the flurry of new legislation, there are several requirements for collecting and processing “sensitive” information that may not be receiving enough focus in the ad tech ecosystem as most participants scramble to achieve basic compliance.