With CCPA now in effect, the Age of Privacy has finally reached the US. And as our relationship with personal data deepens in complexity, the lines surrounding ownership grow increasingly blurred. Due to an explosion in data collection - not just the volume but also the variety and velocity of data - major security and privacy concerns loom on the horizon. In honor of this new era, we crafted our Top Five Privacy Predictions for 2020.
To help privacy and legal professionals stay ahead of the privacy curve, we recently collaborated with our customer, ZoomInfo, to breakdown privacy predictions for 2020. In this recent webinar, DataGrail's CEO and co-founder Daniel Barber and ZoomInfo General Counsel Anthony Stark shared their thoughts on the compliance landscape for 2020 as well as predictions for impactful trends in the upcoming years.
Anthony presented his perspective on privacy as an in-house counsel working to both meet regulatory requirements in 2020 and “stay ahead on trends in privacy practices and maintain customer trust by putting privacy first.” Anthony expressed that ZoomInfo has invested heavily in understanding privacy regulations and the future of privacy, emphasizing the importance of risk mitigation. He also explored the idea that the perception of privacy is equally as important to consider and that ZoomInfo is consistently engaged with their customers on how they safeguard this precious resource.
5 Privacy Predictions for 2020
1. Prediction: CCPA sets the standard
○ Privacy reform and enforcement are coming
○ Many larger companies, such as Microsoft, have begun supporting CCPA rights for all individuals across the US to set a standard for privacy.
2. Prediction: Business backlash
○ As CCPA fines arrive in the second half of 2020, companies will be forced to respond. Many will watch for enforcement to identify high risk areas.
3. Prediction: States and Feds get serious
○ Expect to see a move towards regulation in 2020, both for states and an all-encompassing federal privacy bill.
4. Brands expect built-in privacy
○ Gartner proposed that by 2022, half of our planet’s population will have its personal data protected under local privacy regulations in line with the GDPR (up from 10% today).
5. Technology providers prioritize privacy functionality
○ Consumer-facing businesses will demand that their software vendors include privacy built into their products. As a result, we’ll see a move by software providers to market the privacy features included in their software.
In the latter part of the webinar, Daniel and Anthony shared more details on privacy programs, compliance with the CCPA, and best privacy practices.
Daniel emphasized the importance of ownership for adhering to privacy regulations and maintaining consumer trust. Who is involved will depend on the size of the company, and he recommended speaking with in-house or external counsel to tackle first steps. Often, data mapping or discovering what types of data reside in what systems is integral to determining how the company can deal with ‘Right to Know’ and ‘Right to Say No’ requests from Californian residents.
Anthony shared that ZoomInfo plans to treat the CCPA as a baseline for handling personal information nationwide. This is, in part, due to potential challenges with locating people nationwide or verifying locations and also to earn consumer trust and maintain a privacy first product.
To wrap up the webinar, the speakers shared what they see at a high level for regulation movement in the US. Anthony said, “We’ve seen movement in Washington, Illinois, New York, and other states. Some modeled bills based on CCPA, while others are following Washington’s bill. For a period of time, there may be inconsistent obligations and differences between laws. We expect to see movement at the federal level, and though a law is unlikely in 2020, as states move to implement there will be pressure on the federal government.”
Check out the predictions here and share your thoughts with @DataGrail on Twitter using #weloveprivacy.
About the Author: Kyle runs content marketing by leading the creation of blog posts, newsletters, and social posts, and assists with webinars, events, and digital marketing. Kyle attends Santa Clara University and is pursuing a degree in Management Information Systems, inspired by his interest for technology in business.