Glossary > Privacy > Consumer Privacy > Consumer Rights Under CCPA

Shine The Light Law

The Shine the Light Law, part of the California Consumer Privacy Act (CCPA), requires businesses to disclose how they share personal information with third parties for direct marketing purposes.

Example #1

When you make a purchase at an online store, the Shine the Light Law allows you to request information on whether your personal data was shared with third parties for marketing purposes.

Example #2

If you sign up for a loyalty program at a retail store, the Shine the Light Law allows you to know if your information is being shared with other businesses for promotional activities.

Misuse

An example of misuse under the Shine the Light Law could be a company not providing accurate information about how consumer data is being shared for marketing purposes. This lack of transparency can lead to consumers unknowingly having their data shared and potentially receiving unwanted marketing materials. This is why it's crucial to ensure that businesses comply with the law to protect consumer privacy and prevent unauthorized use of personal information.

Benefits

The Shine the Light Law empowers consumers by giving them visibility into how their personal information is being used for marketing purposes. This helps consumers make informed decisions about the businesses they engage with and enables them to exercise their rights to opt-out of having their data shared for marketing purposes.

Conclusion

The Shine the Light Law, a component of the CCPA, plays a crucial role in promoting transparency and consumer empowerment by requiring businesses to disclose their data-sharing practices for direct marketing. By upholding this law, businesses can build trust with consumers and foster a marketplace that values consumer privacy and fair data practices.

Last Modified: 4/30/2024