ARTICLE
3 January 2020

Google's Ad Network Prepares For The California Consumer Privacy Act

PC
Pearl Cohen Zedek Latzer Baratz

Contributor

Pearl Cohen Zedek Latzer Baratz logo
Pearl Cohen is an international law firm with offices in Israel, the United States, and the United Kingdom. Our strength is derived from decades of legal experience and an intimate knowledge of the cutting edge technological, legal, and transactional issues facing our clients in local and cross border matters. This combination of experience and knowledge allows us to provide sound and innovative advice to clients worldwide.
Google will allow websites and apps using its adverting tools to block personalized ads to consumers as required under the California Consumer Privacy Act's opt-out requirements
United States Privacy

Google will allow websites and apps using its adverting tools to block personalized ads to consumers as required under the California Consumer Privacy Act’s opt-out requirements

Google announced that it will allow websites and apps using its advertising tools to block personalized advertisements to consumers with Internet addresses originating in California or any other jurisdiction as part of the preparations for the California Consumer Privacy Act (CCPA) that enters into effect on January 1, 2020.

Under the CCPA, businesses are obligated to allow consumers to opt-out of the sale of their personal information. A business that allows advertisers to use its consumers’ information to target, tailor and present personalized advertisements may be considered to be engaging in the ‘sale’ of consumer information because it makes available personal information of its users to the ad network in exchanges for monetary consideration – that is, the revenue it reaps from presenting ads on its website or app.

Google’s announcement explains that when the “restricted data processing” feature is triggered, advertisements will only be based on general data such as the users’ general location or the general subject of the page the user views. Google also committed to not record users’ information for future advertising purposes.

CLICK HERE for Google Ad’s guide on helping its customers comply with the CCPA.

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.

Mondaq uses cookies on this website. By using our website you agree to our use of cookies as set out in our Privacy Policy.

Learn More