DM News reports that California's "Shine the Light" law goes into effect tomorrow, giving direct marketers - both online and offline - the option of either letting customers opt out of databases where information is shared with other companies or allowing customers to receive on demand a list of all the companies with which firms have shared their information. If companies doing business in California decide to go the opt-out route, they must notify all their customers via a letter. If they decide instead to allow for disclosure of data sharing, they have to provide all information that was shared and the names and addresses of those who received it.


CA Law to Force Online Direct Marketers to Allow Info Opt-Out Posted by: DTB at 8:19 AM  |  Permalink