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California Considers Restricting Broad Swath of Content Personalization and Online Advertising Activities

On March 8, 2024, the California Privacy Protection Agency (“CPPA” or “Agency”) Board (“Board”) will consider draft regulations that set forth how automated decisionmaking technology (“ADMT”) and profiling will be regulated under the California Consumer Privacy Act (“CCPA”). The proposal includes the regulation of a new concept of “behavioral advertising” that is deemed “extensive profiling” and thus a form of “automated decisionmaking” that has a significant impact on consumers, justifying both a complex, advanced notice and ability for consumers to opt-out.

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