Below is an excerpt from an article that originally appeared in F&I Showroom. Read the full article here.
As if we don’t live in interesting enough times, we now exist in a marketplace where consumers in California (and likely the rest of the country, relatively soon) can ask you exactly how you use and sell their personal data, opt out of any of their data being sold, require you to tell them what data you’ve collected on them, and ask you to delete any data you may be storing about them. Data privacy has become an important issue.
As car shoppers enter their personal information in web forms in search of the best offer, it’s important for dealers to have clear guidelines on data they collect. This is especially true in 2020 in light of consumer privacy making headlines. Laws like the California Consumer Privacy Act (CCPA) are making it mandatory for companies to be more transparent about how they collect, use, and disclose personal information.
CCPA, which went into effect January 1, requires California dealerships and their vendor partners to be vigilant about managing their customers’ personal information. Every dealer should be paying attention to this, as legislation similar to what has passed in California is expected to spread nationwide.
Due to the high number of touchpoints with auto datasets, aspects of privacy protection and new regulations might get confusing. While I’m not a lawyer, I’ve spent my career in the automotive industry speaking to a number of dealers and executives about how they are responding.