The California Consumer Privacy Act (CCPA) has taken a powerful step away from theoretical consideration to becoming the law of the land in the Golden State.

More specifically, these rules have now entered into a period of formal review and commentary that likely will result in their official enactment by January 1, 2020 at the earliest, and July 1, 2020 at the latest.

“We are really almost at the finish line,” Dan Jaffe, the Association of National Advertisers’ (ANA) group evp/government relations, told delegates at the trade body’s 2019 Data & Measurement Conference.

One piece of advice: hope for the best, Jaffe suggested, but “prepare for the worst.”

A second guideline for marketers: do not delay. “Lost time is never found again, and time is really running out on this,” he added.