(A word of warning, first. We’re a marketing agency, not a law firm. If you’re concerned about your CCPA exposure, call your attorney.)
Unlike Europe’s General Data Protection Regulation, the CCPA applies only to some companies. Businesses must comply if they:
In other words, most readers of this post are in the clear. That doesn’t mean you can ignore data hygiene. It just means you’re not covered by the CCPA.
No, B2B companies are not exempt from the CCPA.
Well … not exactly.
As with all recent privacy regulations, there is some gray area around the CCPA for B2B companies.
Communications and transactions that “occur solely within the context of the business conducting due diligence regarding, or providing or receiving a product or service to or from” are exempt from the CCPA until Jan. 1, 2021.
In other words, B2B emails and other communications seem to be fine … for now.
That said, there is no B2B exemption for the CCPA’s requirements around:
So if someone tells you that the CCPA doesn’t impact B2B companies, they’re mistaken. There are some short-term exemptions, but B2B companies with big revenue or big lists are covered.
First and foremost, California’s answer to the GDPR is about giving consumers more control over their personal data.
That means B2C and B2B companies should proactively:
Businesses that market to minors have more requirements under the CCPA than B2B firms. However, business-to-business companies that qualify should be ready to:
In short, just like GDPR, the key is to be explicit about what you’re capturing and why.
The CCPA carries governmental fines of $7,500 for intentional violations and $2,500 for unintentional violations. Additionally, California residents may file suit as individuals or classes for violations.
Before penalties accrue, however, offending companies will be given 30 days to “cure” the violation.
Look. Just like GDPR, the CCPA isn’t the end of the world for web marketers.
It’s only applicable to large companies, or those with huge lists. So there’s that.
Additionally, much of what it dictates is common-sense best practices. You shouldn’t be spamming people or selling data anyway!
The bottom line: If your gross annual revenues are $25 million or more, it’s worth calling your attorney to make sure you’re OK. They’ll likely request some slight changes to your website and a data audit, and you can go on with your day.
Ultimately, the CCPA isn’t going to turn the B2B world upside-down. Instead, treat this as a wakeup call (if GDPR wasn’t already). Keep your user, prospect and client data safe, and always be up front about what you’re asking for and why.
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