Observed Signal · Sep 25, 2026 · Policy Update · Source: AdExchanger · Impact: 4/5 · Sentiment: Neutral
CIPA Private Right of Action Kept, Shifting Privacy to Research
California's legislature passed a compromise version of SB-690, maintaining most of the private right of action provisions of the California Invasion of Privacy Act (CIPA). This means that juries, rather than regulators, will set privacy standards in the state, as individuals can sue companies for online tracking practices. With over 4,000 CIPA lawsuits filed, mostly against legitimate businesses, the shift emphasizes the need for companies to align data practices with consumer (and juror) expectations. The author argues that privacy compliance should now be research-driven, focusing on customer attitudes, rather than purely legal compliance. This could lead to a competitive advantage for customer-centric businesses over Big Tech, which may face greater legal exposure.
Legal shift in California's privacy law affecting adtech data practices, with potential national impact due to jury-driven standards.
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Key Takeaways & Evidence Grounding
- California passed a compromise version of SB-690, preserving most of the private right of action under CIPA.
- More than 4,000 CIPA lawsuits have been filed, mostly against legitimate businesses.
- A jury verdict against Meta involved data collection from the Flo menstrual tracking app.
- The author suggests that privacy compliance will shift from bureaucratic to jury-focused.
- A group called 'Alliance for Legal Fairness' is opposing CIPA, but its members are not disclosed.
Connected Companies & Entities
4 Entities mapped“A jury verdict against Meta for data collection from the Flo menstrual tracking app....”
“The Flo menstrual tracking app is mentioned in the context of a lawsuit against Meta....”
“Vicky Chang from Tatari is quoted on a 'billion-dollar measurement illusion'....”
“Google's CEO Sundar Pichai is mentioned in a poll context; Google is also a subject of Big Tech lobbying....”
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