Global marketers are still getting used to the General Data Protection Regulation (GDPR) – a regulatory framework that tightened restrictions on how companies can collect and leverage consumer data in the European Union.

Now, the California Consumer Privacy Act (CCPA) is introducing a broadly similar rulebook to the United States. While these stipulations officially will become law in January 2020 – and not be enforced for another six months after that – brand custodians need to prepare for the change in data management long before that date.

“The CCPA is essentially GDPR on steroids, because they add some more things that you need to think about,” Douglas Wood, a partner at Reed Smith LLP – a global law firm headquartered in Pittsburgh, Pennsylvania – explained at the Association of National Advertisers’ (ANA) 2018 Masters of Marketing Week.