Businesses operating online in California and far beyond the Golden State’s borders could soon receive a rare reprieve from alleged lawsuit abuse, as Democratic and Republican California state lawmakers alike are lining up behind a key reform measure to a longstanding state privacy law.
Earlier this month, the California State Senate voted unanimously, 32-0, to advance legislation which would for the first time specifically exempt businesses from being sued for using “cookies,” “pixels” and similar technology to traffic and monitor online traffic and customer behavior on their sites.
The legislation, docketed as Senate Bill 690, specifically would revise the California Invasion of Privacy Act to declare that law – an anti-wiretapping measure enacted decades before the invention of the personal computer, much less the internet and ecommerce – should not apply to claims involving such ubiquitous web tracker programs, as long as they have a “commercial business purpose.”
According to a blog post published at CIPAWorld.com by author Tammana Malik, of the corporate law firm of Troutman Amin, the term “commercial business purpose” is defined to align with the same term used in California’s Consumer Privacy Act (CCPA).
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Author: Ray Hilbrich
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