Column: Shadowy data brokers make the most of their invisibility cloak

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Column: Shadowy data brokers make the most of their invisibility cloak
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Column: A shadowy industry thrives off your data. Getting it back isn't easy

— that requires data brokers to register with the state attorney general. Their names and contact information for the first time will be available to the public.that take effect Jan. 1. Only one other state, Vermont, has similarly shined a light on data brokers., which would create a national registry overseen by the Federal Trade Commission.

Michael Zimmer, an associate professor of computer science at Marquette University, called the federal bill “helpful but woefully inadequate.” The data broker industry is believed to be worth about $200 billion. Some of the biggest players are known to all, such as the credit bureaus Experian, Equifax and TransUnion, which maintain files on millions of Americans.

California’s new privacy law will allow consumers to instruct companies to delete their personal information and to opt out of having their information shared. For example, the privacy law says consumers can opt out of having their data shared by companies with third parties. But what if that company got its information about you from elsewhere? Is there still a third party if the first party isn’t part of the picture?“I’d say you could still opt out,” said Paul Schwartz, co-director of UC Berkeley’s Center for Law and Technology. “But there’s a little ambiguity.

The do-not-call list is a resource that “just about every telemarketer has figured out how to get around, let alone simply ignore,” he said.

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