Why Colorado’s data privacy bill may be a big mountain to climb for marketers

In Vibrant News by bnyquist

Curated News from The Drum on June 10, 2021

The Colorado Privacy Act — the Mile High State’s take on comprehensive CCPA-like data privacy legislation — is expected to be signed into law imminently. While the bill will empower consumers to take greater control over their personal information, it will also erect new hurdles for marketers, who generally rely on the collection and sale of consumer data to track consumer behavior and serve targeted ads.

Colorado is expected to join California and Virginia in passing comprehensive consumer data privacy legislation. The Colorado House voted 57-7 Monday night to pass the Colorado Privacy Act (CPA), which passed in the state Senate on May 26 with a unanimous vote. Governor Jared Polis (D) is expected to sign the bill into law shortly.

If signed, the bill will provide consumers with the right to opt out of data processing, but will introduce additional challenges for businesses — and marketers in particular — that depend on the collection, processing and sale of consumer data for a number of operations. Here’s what you need to know.