There's a new sheriff in town when it comes to consumer data privacy in California.

From American public media, this is Marketplace Tech.

I'm Megan McCarty-Carrie-No.

California has been a leader in consumer data privacy law, but those protections don't

mean much if they're not being enforced.

So under a sweeping voter initiative that took effect this year, the state has created

a new agency dedicated to the task.

It's the first of its kind in the US, which unlike Europe, has no comprehensive federal

data privacy regulation.

Ashkhan Sultani is the executive director of the new California Privacy Protection Agency.

He said one of his goals is to educate the public about what rights they have under the

newly expanded CPRA, the California Privacy Rights Act.

Californians have some unique rights under this law, so they have the right to access

delete and stop the sale of their personal information to third parties.

They also have the ability to require the businesses, for example, correct information that's

not accurate or stop the sale and use of sensitive personal information.

The California law also provides additional protections, for example, requires businesses

to employ data immunization, which means to not use data beyond what is reasonably and

reasonably necessary and proportionate to the purpose for which it was collected.

And the CPRA also, for the first time, covers data privacy in the workplace, right?

How significant is that?

So employees do now have the ability to exercise their privacy rights, like the kind that I

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