On March 10, California Attorney General (AG) Rob Bonta launched an investigation into the location data industry, issuing letters to companies that the AG alleged “appear to be in violation of the California Consumer Privacy Act (CCPA).” The letters requested information on the collection and dissemination of consumer information by advertising networks, mobile app providers, and data brokers, as well as consumers’ rights to stop the sale and sharing of personal information and to limit the use of sensitive personal information, like geolocation data.

Under the CCPA, businesses must allow consumers to opt out of personal information sales and sharing, and companies must wait 12 months before requesting consumers to opt back in. The AG noted location data can reveal sensitive personal information, including visits to healthcare facilities and daily movement patterns.