Latest Developments In California Privacy Enforcement In March 2025 – Investigative Sweep And CPPA Enforcement Action

California has again made headlines this week with two notable data privacy developments under the California Consumer Privacy Act ("CCPA"): (1) the California Attorney General's ("California AG") announcement of a new investigative sweep into the location data industry, and (2) the California Privacy Protection Agency's ("CPPA") first public CCPA enforcement action against Honda. In this alert, we highlight the key issues and takeaways from each.

The California Attorney General's Sweep on Location Data

On March 10, 2025, California AG Rob Bonta announced an ongoing "investigative sweep" into the location data industry. Privacy observers may recall that the California AG has announced similar "investigative sweeps" into CCPA compliance each year since 2022,¹ usually in connection with Data Privacy Day in January. Although this year's announcement came later, it is taking a broad look at the location data ecosystem. The California AG sent inquiries to advertising