Data Brokers On Notice: California Says Stop Making Opt-Outs So Hard

California’s privacy watchdog, CalPrivacy, fined a data broker $116,490 over an allegedly complicated opt-out-of-sale process. The regulator emphasized that it was the first time it used both the CCPA and the Delete Act in the same case.

The company, LocateSmarter, LLC, is based in Iowa and its customers include those that need location and identity verification services. CalPrivacy noted that the company sold a wide variety of information to its customers. These elements included Social Security numbers and job history. Also sold were driver's license details, and bankruptcy and lawsuit records.

With respect to the Delete Act violations, according to CalPrivacy, the company collects and sold personal information, making it a data broker for purposes of the law, but did not register as a data broker before the required deadline. The company has agreed to register with the state.