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California voters signaled that privacy is a top priority by overwhelmingly approving Proposition 24 on Nov. 3, 2020 the California Privacy Rights Act (CPRA). The CPRA amends and significantly strengthens the recently enacted California Consumer Privacy Act and moves California s privacy laws toward those of the EU General Data Protection Regulation (GDPR).
CPRA aims to place consumers “on a more equal footing when negotiating with businesses in order to protect their rights” by adding unprecedented consumer rights to those already afforded under CCPA. CPRA also specifically targets business practices that involve internet advertising, collection and use of sensitive personal information or children s data, and automated decision- making technologies.