In today’s world data is the key factor for the efficient and effective growth of a business. If you get the exact data of your potential customers, developing a high profit yielding strategy would nothing but duck soup. Out of all the data sources social media websites, such as Facebook, Instagram, Tikiok, etc. are one of the prominent ones. The users put almost all their demographic, psychographic, and behavioral data on these websites. Moreover, they also share information about their interests and other daily activities such as – a visit to a particular place or dining in a restaurant, etc. Businesses, by harnessing all this information, can make profitable decisions, develop high yield strategies, and thereby maintain consistency in terms of growth and prosperity.

Even though personal data of the users has been a blessing to the businesses, many a time this has been exploited by the vested interested organizations and created chaos in the society. The seriousness of this issue has been recognized by all countries across the world. Hence several countries have come up with rules and regulations to restrict the freedom of usage of data of their citizens who happens to be a user of social media website, online games or any other online platform where personal information has to be submitted to access it.

Lately, to limit the data usage of its citizens, California has passed a new law – California Consumer Privacy Act shortly “CCPA”. It gives consumers more control over the personal information that businesses collect about them. This landmark law secures new privacy rights for California consumers, including:

  • The right to know about the personal information a business collects about them and how it is used and shared.
  • The right to delete personal information collected from them (with some exceptions).
  • The right to opt-out of the sale of their personal information.
  • The right to non-discrimination for exercising their CCPA rights.

Businesses are required to give consumers certain notices explaining their privacy practices. The CCPA applies to many businesses, including data brokers.

After this new law has been enforced, Facebook is looking to help businesses in a way it better manages their obligations under the CCPA by adding a new feature that will limit data usage for Californian residents. This feature is called “Limited data use”. This feature would help to control how California’s personal information is used in Facebook systems for certain business tools. If a business uses a  tool that offers the feature, there’s a transition period to allow you to implement it. During this transition period, Facebook will limit data use on all un-flagged events from people in California by default, meaning that Facebook won’t be able to provide full measurement and optimization capabilities or otherwise use business tools data to the full extent described in our Business Tools Terms. However, if a business doesn’t require this transition period or needs to extend it for additional implementation time, it can change its transition period setting.

Of course, it is essential to have such data protection law. However, as a digital marketer one should anticipate its impact on the business and the overall business environment and thereby come out with growth strategies. Hope this blog helps you to figure things out and develop effective strategies.