by Justine Gottshall and Tatyana Ruderman

Last week the California Attorney General issued an alert to consumers reminding them of their data privacy rights under the California Consumer Privacy Act (CCPA).

Attorney General Becerra stressed that in light of the recent need to conduct activities remotely and rely on online services—such as for schooling, working, and socializing—“it is more important than ever for Californians to know their privacy rights.”

AG Becerra reminds consumers that CCPA rights are available to them “during or after the emergency” and particularly emphasized that sites selling personal information should have a “Do Not Sell” link to opt out; that consumers can request a business to delete information it has collected from them; and that consumers can request a business to disclose what personal information it collects, uses, shares or sells.

As a result, companies may see an uptick in consumer CCPA rights requests, and should be cognizant of where they stand with their overall CCPA compliance program. The time for fully addressing these issues is now.

Takeaway: The CA AG had already announced that it would not delay enforcement (which may be pursued for conduct occurring as of January 1), and this latest alert to consumers may spur more consumers requests and put CCPA-covered businesses to the test. For businesses that have placed CCPA compliance on the backburner amidst this public health crisis, it may be time to re-prioritize compliance.