How does CCPA affect email marketing?

CCPA's impact on email marketing centers on data rights, not sending consent. California residents can request to know what personal information you've collected (including email data), access that information, and request deletion. If someone requests deletion, you must remove them from your email database-not just suppress them but actually delete their data, with limited exceptions.

If you sell or share personal information-including email addresses. You umust provide a "Do Not Sell or Share My Personal Information" link and honor opt-out requests. Under CCPA/CPRA, sharing data with advertising partners for cross-context behavioral advertising can qualify as "selling," even without money exchanging hands. This affects data-sharing practices common in email marketing.

Privacy notices must disclose categories of personal information collected, purposes for collection, and categories of third parties receiving data. California residents cannot be penalized (denied services, different prices) for exercising their CCPA rights. CCPA doesn't regulate email permission per se, but it governs what you do with email data-collection practices, sharing with partners, and responding to individual rights requests all fall under its scope.