Data Brokers Push Back Against California AI Audit Requirements

Trade groups representing advertising and marketing giants urged California’s privacy agency not to pursue new auditing requirements for brokers using artificial intelligence.

In letters to the agency, businesses largely called for flexibility around how they should process data deletion requests under state requirements and warned against what they said could be an overly-broad approach to rules the agency is considering for data broker auditing requirements.

The agency, known as CalPrivacy, asked companies last month about the type of records data brokers should maintain and disclose to show they’ve been honoring California residents’ requests to delete their personal information. Under California’s ...