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In early 2019, members of Congress began to draft agreements on addressing privacy protections and PII, which included a Consumer Data Protection Act and Data Care Act. California also moved to strengthen privacy measures; two years ago it passed the California Consumer Privacy Act of 2018. CCPA gives consumers more control over the personal information that businesses collect about them.
It's coming, and it's needed. And once in place, the marketer's job becomes far harder.
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