This week in Las Vegas, countless connected devices were on display at the Las Vegas Convention Center and elsewhere even as tech execs discussed the future of privacy.
Share to linkedin... [+]With California’s new privacy law now in effect, companies that collect and apply consumer data for marketing and other uses will now face increased accountability even in an increasingly connected world.
Top marketers have been quick to emphasize the importance of complying with the new law even as they move deeper into data-driven devices. One of the companies showing off new tech at CES was Procter & Gamble, which had a major presence this year toincluding toothbrushes that track mouth-cleaning habits and a baby monitoring system for parents that lets them track sleeping and feeding schedules along with internet-connected diapers.
"We really have to be respectful of that and carefully architect agreements so that both parties understand how data is being used,” Qualcomm senior vice president and CMO Penny Baldwin toldKieran Hannon, CMO of the California-based control systems company OpenPath, said businesses need to also double check how CCPA requirements align with local laws in each state.
This year, Blackberry was at CES to announce new cyber-security and artificial intelligence services that further its pivot to an enterprise business for everything from cars to IoT devices. Blackberry CMO Mark Wilson said CES gives the company a chance to share how all different types of technologies come together.
According to Gary Kibel, a privacy expert and lawyer at the law firm Davis & Gilbert, it’s impossible for businesses to comply with the law until the final rules are set. He said there should have been a timeline for the final regulations to be in place early enough to allow the industry at least six months to prepare.
California isn’t the only state concerned about privacy. Nearly a dozen others have either passed or considered passing new privacy laws. Last year, Nevada and Maine updated their own laws while New York and others introduced legislation that failed but that could be back again this year. That’s partially why industry trade groups hope Congress will still come up with a national law that would replace what various states are addressing on their own.
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