Ad Groups Ask CPPA to Maintain Verification Safeguards in Delete Act
California should maintain verification safeguards in its Delete Act rules, advertising groups said in comments to the California Privacy Protection Agency (CPPA) due Aug. 18 (see 2507310053).
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The Association of National Advertisers (ANA) filed joint comments with the American Association of Advertising Agencies, American Advertising Federation and Digital Advertising Alliance. The CPPA had sought comment on revised draft rules for implementing a data-deletion mechanism under the California Delete Act.
The advertising groups said their primary concern with the proposed rules is that they would “override the CCPA’s robust verification safeguards in favor of an overly broad ‘matching’ standard -- one that conflicts with statutory and regulatory requirements and undermines the State’s goal of protecting consumers from privacy harms while respecting their rights and freedoms.”
The proposal “runs counter to the State’s goals of protecting consumers from privacy harms and respecting the rights and freedoms of consumers,” said ANA and the other groups.
They asked the CPPA to address the “lack of agent authentication provisions” in the proposal, the draft rules’ “hashing algorithm and database standardization mandates,” and the requirement for data brokers to save and maintain consumer deletion lists.
Many other top industry and civil society groups surveyed by Privacy Daily told us they didn't file comments in the latest round of the rulemaking. A CPPA spokesperson emailed us that the agency "received 11 written comments, totaling 61 pages of feedback on the proposed modifications."
Consumer Watchdog didn't file written comments but supports making it easier for consumers to delete data, said Justin Kloczko, the group's tech and privacy advocate, in an email. "Protecting your data privacy shouldn’t be a full-time job. However, asking data brokers to delete your personal data has been one, requiring people to make individual requests with around 500 brokers in order to delete data."
"The privacy agency needs to make an easy-to-find deletion mechanism, so people can seamlessly direct all brokers to get rid of their data," added Kloczko. "It should be easy, free, and secure. And consumers shouldn’t have to give up more personal information than necessary to put forth a request."