DMA: Data and Marketing Association
Consumer Help

California Consumer Privacy Act Initiative


The ability to safely and responsibly use consumer data is essential to modern marketing. The use of data and marketing has fueled the modern digital economy, and powers many of the businesses we all know and love today.

At the Data & Marketing Association, we watch for developments which threaten the ethical practice of data-driven marketing. The current proposed ballot initiative entitled the “California Consumer Privacy Act of 2018,” is currently being circulated for signatures in California. If successful, this proposal would:

  • Create significant new legal liabilities for companies doing business in California involved in a data breach (penalties start at $1,000 per violation, per person, and the proposal eliminates any need to prove harm)
  • Greatly expand the definition of personal information
  • Require businesses to prominently display an opt-out link which reads “DO NOT SELL MY PERSONAL INFORMATION”

As part of our role as a steward of the data and marketing industry, we are keeping a close watch on this initiative in order to determine the best course of action.

On February 15th, join us as DMA hosts a webinar to discuss the initiative and take your questions regarding this proposal.

Want to read DMA’s overview of the ballot initiative? RSVP for this webinar to receive a PDF copy in your email in advance of the webinar.



Emmett O'Keefe

SVP of Advocacy
Data & Marketing Association

Emmett O’Keefe is the Data & Marketing Association’s Senior Vice President of Advocacy. In this role, he heads the Washington, D.C. office and leads DMA’s advocacy efforts at both the state and federal levels.

Emmett has more than twenty years of experience working on policy matters, building relationships, and developing advocacy strategies to successfully advance legislative and regulatory priorities.


Christopher Oswald

VP of Advocacy
Data & Marketing Association

Christopher Oswald is Vice President of Advocacy for the Data & Marketing Association. Based in Washington, D.C., Oswald is responsible for DMA government relations and advocacy efforts in Congress, regulatory agencies and all 50 states. Oswald is a member of the DMA senior leadership team, and serves on the board of the Digital Advertising Alliance (DAA).


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