New Year, New Decade, New Privacy Protections

New Year, New Decade, New Privacy Protections

The month of January has ushered in a lot of change— a new year, a new decade, and perhaps most significantly, a new privacy law. On January 1, the California Consumer Privacy Act (CCPA) went into effect, providing California residents new rights and additional controls over personal information that businesses may collect and use about the consumer.  Among these, California consumers have new access and delete rights as well as new rights to opt out of the sharing or “selling” of personal information with third parties for their own use.  At Adobe, we take pride in our 35-year history of innovation and building products with privacy by design. We consider new privacy regulations a great opportunity to deliver even more robust privacy-related solutions to support our brand customers in meeting consumer expectations.

Helping brands respect consumer privacy

Similar to our privacy-enhancing resources for the General Data Protection Regulation (GDPR), we have continued to innovate and enhance our Privacy Service capabilities, improving user experience and developing tools to help our customers prepare for upcoming regulations such as CCPA.  For example, there’s new functionality in the Adobe Experience Platform Privacy Service which has the capacity to support our customers’ handling of individuals’ data access and delete requests in accordance with applicable privacy laws and regulations.

Building trust through privacy by design

Consumers value trustworthy companies, and respecting privacy and consumer choice goes a long way in building and sustaining that trust. At Adobe, we feel trust and privacy are two sides of the same coin, and design privacy into our products from the beginning with the goal of empowering our customers to exceed their customers’ expectations.

We are proud to be leading the way in providing tools and technologies to help address emerging privacy laws and better enable brands to continue to build trust through transparency and choice. Through innovative technology and a thoughtful, holistic approach, we will continue to support our customers when adapting to new privacy laws.

To learn more Adobe and CCPA, click here.

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