How the California Privacy Rights Act reshapes marketing data practices and redefines consumer trust.

The California Consumer Privacy Act (CCPA) changed how businesses collect and disclose personal data. It introduced transparency and gave consumers more control over how their information is used. As consumers and regulators called for stronger accountability, a new law emerged: the California Privacy Rights Act (CPRA).

Where the CCPA focused on telling consumers what happens to their data, the CPRA demands proof. Compliance becomes a test of operational integrity — marketers must show governance is practiced, not just promised.

If you're new to California privacy, start with our primer on Understanding the CCPA and Marketing Compliance, then come back here for what CPRA changes in practice.

Quick Reference: CPRA Compliance Essentials

Enforcement Timeline:

• Statutory CPRA provisions: enforceable from July 1, 2023

Statutory CPRA provisions: enforceable from July 1, 2023

• Trial court delay to March 29, 2024 was reversed by the Court of Appeal on Feb 9, 2024 (CalChamber v. CPPA); the CPPA resumed immediate enforcement of the 2023 regulations

Trial court delay to March 29,