Now Stores Must Tell You How They're Tracking Your Every Move

Now Stores Must Tell You How They're Tracking Your Every Move

The law that took effect January 1 says businesses must “inform” consumers that they are collecting personal information “at or before the point of collection.” The attorney general’s draft regulations, due to be finalized in time for enforcement to begin in July, suggests physical premises distribute paper notices or display “prominent signage” with a web link.


B8ta declined to explain how it reasoned that knee-high notices might inform customers or count as “prominent.” The company’s stores, which resemble Apple stores, feature quirky consumer gadgets such as an e-ink typewriter alongside products from names like Asus and Google. The retailer’s pitch to lure new partners cites its stores’ ability to provide live data on how customers engage or linger near products on display.


Other companies collecting data from customers in stores have taken different approaches to disclosure.


One patron of Brazilian steakhouse Fogo De Chão received a printed CCPA notice when he visited the chain’s San Francisco restaurant in early January. It informed him that the company collects personal information during purchases and reservations, uses security cameras, and mentions the restaurant’s guest Wi-Fi. That, too, according to the company’s updated online policy, collects personal information.

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