Multiple trade bodies sent the California attorney general a letter on Thursday asking the Golden State to push back its enforcement of the Consumer Privacy Protection Act from July of this year to January 2021.
The letter, which was penned by Dan Jaffe, group executive VP of government relations at the Association of National Advertisers, cites the novel coronavirus as the primary reason for delaying enforcement. The Interactive Advertising Bureau, 4As and UPS were among the 34 signatures on the letter.
“The tidal wave that is the coronavirus has tremendously impacted many companies,” Jaffe told Ad Age. “They are really struggling to meet the legal and marketing challenges of CCPA, but the coronavirus has turned this into a double whammy.”
Jaffe says prior to sending out today’s letter the ANA was already requesting an extension before the coronavirus had even gained traction in the U.S. “Many companies have spent millions to be in compliance,” he says, adding that CCPA is incomplete in its current form.