California Attorney General Rob Bonta fired a warning shot across the bow of the location data industry, announcing an investigative sweep that’s shaking up mobile apps, advertising networks, and data brokers. The target? Compliance—or lack thereof—with the California Consumer Privacy Act (CCPA), a law that’s been flexing its muscles since 2020 and expanded with the CPRA a couple of years ago. With letters flying out to companies suspected of mishandling geolocation data, Bonta’s latest move signals a crackdown on an industry that’s been quietly tracking your every move—sometimes without you even knowing. Is this the moment California reins in the wild west of data harvesting, or just another headline in the endless privacy saga? We also suspect that privacy litigation firms like the Bay Area’s Gutride Safier and the more well known Swigart Law will pounce on this opportunity to go after apps for location data violations.
The Location Data Dragnet
Bonta’s office isn’t mincing words: location data is a goldmine, and too many players are cashing in without playing by the rules. The sweep zeroes in on businesses that collect precise geolocation info—think every coffee shop visit or late-night drive—and then sell or share it without giving consumers a clear way to say “no.” The CCPA, California’s landmark privacy law, guarantees residents the right to opt out of data sales and limit the use of sensitive info like location. But as Bonta sees it, plenty of apps, ad networks, and brokers are flouting those rights.
The Sweep: What’s Happening and Why Now?
Why now? If you haven’t noticed all the headlines but the privacy landscape is hotter than ever. With federal inaction leaving states to fend for themselves, California’s been on a tear—racking up settlements and sending shivers down corporate spines. Bonta’s sweep follows a pattern: last year, he hit streaming services with a similar probe, and in 2023, employers got the treatment over employee data. This time, the focus is geolocation—a data type so potent it can map your life down to the minute. “Every day, we give off a steady stream of data that broadcasts not only who we are, but where we go,” Bonta said, hinting at risks like tracking immigrant communities or healthcare seekers in a post-Roe v. Wade world. The timing’s no coincidence—privacy’s a powder keg, and Bonta’s lighting the fuse.
CCPA 101: The Rules They’re Breaking
The CCPA isn’t some dusty regulation—it’s a beast with teeth. Since 2020, it’s demanded that businesses do these 3 things:
- Let consumers opt out of data sales with a simple “Do Not Sell My Personal Information” link.
- Limit the use of sensitive data—like precise geolocation—when users say so.
- Respond to opt-out requests within 15 days, no excuses.
Bonta’s letters allege that many in the location data game aren’t even pretending to comply. Some apps lack opt-out tools entirely; others ignore requests, leaving users’ whereabouts up for grabs. Data brokers and ad networks then amplify the damage, peddling this info to the highest bidder—sometimes for ads, sometimes for shadier ends. The stakes? Fines of $2,500 per unintentional violation, $7,500 if willful, and that’s per consumer. With millions of Californians in play, the math gets ugly really fast with gnarly fines.
The Risks: Why Location Data’s a Ticking Time Bomb
Location data isn’t just about serving you burger joint ads—it’s a skeleton key to your life. A 2022 FTC report found brokers selling coordinates to abortion clinics and shelters, sparking outrage. In California, where 39 million people generate a data firehose, the risks are astronomical. Identity theft, stalking, or even government overreach—Bonta’s not wrong to call it “sensitive.” National General’s 2021 breach of 165,000 New Yorkers’ driver’s licenses (see James’s lawsuit) shows how fast things spiral when safeguards fail. Now imagine that with your daily commute.
Non-compliance isn’t cheap. Beyond fines, there’s litigation—class actions can balloon into millions (think TikTok’s $92 million VPPA hit). Reputational damage? Priceless. Just ask Sephora, which coughed up $1.2 million in 2022 after Bonta nailed them for CCPA opt-out failures. The location data industry’s been on notice—this sweep says time’s up.
The Crackdown: Bonta’s Privacy Playbook
Bonta’s no stranger to the privacy rodeo. In 2024, he squeezed $11.3 million from GEICO and Travelers for data lapses, and Noblr paid $500,000 for exposing 80,000 New Yorkers. His California sweeps have hit loyalty programs, mobile apps, and streaming giants, often netting private settlements that force compliance without public fanfare. This location data probe, announced on March 10, 2025, fits the mold: letters demand info on business practices, signaling potential enforcement if answers don’t satisfy.
What’s driving this? California’s the privacy pacesetter—no federal law matches the CCPA’s punch. With the California Privacy Protection Agency (CPPA) now sharing enforcement duties, Bonta’s doubling down. Posts on X buzz with speculation: is this about Big Tech, shady brokers, or both? Either way, it’s a flex—showing Sacramento’s ready to police the data frontier.
Your App, Your Risk: The Cookie Consent Connection
Think this doesn’t touch you? If your app or site collects location data—or even uses cookies that infer it—you’re in the hot seat. The CCPA deems geolocation “sensitive,” and California’s Business Guide to Website Privacy Controls (updated 2024) insists on clear consent tools. A cookie banner isn’t just a GDPR relic—it’s a CCPA must. No “Do Not Sell” link? No opt-out for trackers? You’re begging for a Bonta letter. Dark patterns—those sneaky designs that trick users into sharing—won’t fly either. Compliance isn’t optional; it’s armor.
The Bigger Picture: Privacy’s New Normal
This sweep’s more than a headline—it’s a seismic shift. Bluesky’s mulling consent frameworks (TechCrunch, March 10, 2025), New York’s suing insurers, and now California’s hunting location scofflaws. Consumers are waking up—39% opted out of data sales in a 2024 CPPA survey. Businesses ignoring this face a reckoning. Bonta’s not bluffing; he’s building a legacy as privacy’s enforcer-in-chief, one sweep at a time.
Dodge the Bullet or Take the Hit
The location data industry’s on notice especially for those who target California consumers: comply with the CCPA, or brace for impact. Bonta’s investigative sweep isn’t a polite request—it’s a demand for accountability. Whether you’re an app developer, ad network, or broker, the clock’s ticking. Fix your opt-outs, slap on that consent banner from Captain Compliance using Google Tag Manager for full cookie blocking, and pray you’re not on his list before you get privacy compliant with our help. In California, privacy isn’t a suggestion—it’s the law, and Bonta’s got the badge to prove it. Will this finally tame the data beast, or just stir the pot? Stay tuned—your next ping might depend on it.
