Once again, California and Europe are looking pretty similar on the consumer protection front, but this time around California is outdoing the European Union with a proposed law that is vehemently opposed by lobbyists for the advertising and marketing industries.
REACH may not have been the first time this happened, but it was the most recent. That regulation controlled everyday consumer products and additives that posed health risks to consumers in a wide range of products, from cosmetics to plastics to food. Europe-on-the-Pacific passed legislation banning many of the same chemicals on the REACH list, thus insuring that those chemicals got fazed out of production worldwide. The adoption of REACH became cheaper for manufacturers.
The California Consumer Privacy Act takes the GDPR a step further—protecting consumers beyond any cover provided by the EU’s regulation. Allison Schiff of AdExchanger provides a side by side comparison here.