Californian Law Eases MR Firm Pressure from Litigation

A new Californian law will protect insight firms from 'abusive litigation,' including cases brought against companies for cookies, online ad tracking and audience measurement - even where these only involve use of an IP address.

California Governor Gavin Newsom (D) signed the Insights Association-endorsed bill into law on September 30th. The IA says these malicious suits have 'plagued some insights firms.' Suits relating to the use of 'pen registers' and 'trap and trace' devices can now only be brought by the California Attorney General, and the changes are retroactive, covering litigation over the past two years.

The IA claims an increasing number of those suits have targeted insights companies for standard research practices already regulated by the CCPA, and has issued practical guidance for IA members on how to reduce their exposure to these kinds of lawsuits.

Fienberg, while not convinced that the new law goes far enough, says it is 'a great step in the right direction.' He thanked the grassroots insights professionals in California who contacted legislators and the governor using the IA's Action Center, and adds: 'This is further demonstration of the power wielded when insights practitioners and leaders get involved, even if only for a few minutes.'

The association is online at www.insightsassociation.org .