By  on June 29, 2018

On Thursday, California Gov. Jerry Brown signed what looks like the boldest data privacy bill in the country — and the reverberations could shake retailers in the West Coast and beyond.

The goal is to safeguard consumer data, which has become a hot-button issue in the era of Target and Equifax hacks and misuse of Facebook user data. Prescriptively, the statute aims to regulate companies’ privacy practices and give consumers the final say over how their information is used, though the policy takes on a somewhat transactional tone. Customers who let companies sell their data could be compensated in the form of discounts, while those who opt out could be charged, based on what the business would have made.

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