Businesses Should Begin Assessing Their Data Practices in Order to Meet The California Privacy Rights Act Requirements Thursday, February 4, 2021 [1] We now highlight significant privacy safeguards under the California Privacy Rights Act (“CPRA”) that will require advance planning in preparation for its January 1, 2023 effective date.[2] These new requirements will impact the collection and use of personal information across each organization. In particular, businesses, at a minimum, will need to assess and plan for: the effective implementation of data minimization policies, practices, and technologies; providing “consumers”[3] with notice and a right to opt out from cross-context behavioral advertising targeting surfing activity across websites;