This bill directs the Federal Trade Commission (FTC) to require entities that use, sell, or distribute automated decision systems to assess the impact of such systems on accuracy, fairness, bias, discrimination, privacy, and security.

The CCPA grants California consumers various rights regarding their personal data, including the right to know what personal data is collected about them, the right to delete their personal data, and the right to opt-out of the sale of their personal data. (amended by CPRA in 2020). CCPA primarily affects businesses that collect and process the personal information of California residents. The CCPA applies to businesses that operate in California and meet one or more of the following criteria: has annual gross revenues of over $25 million; buys, receives, or sells the personal information of 50,000 or more California consumers or households; or derives 50% or more of its annual revenue from selling California consumers' personal information. It gives consumers more control over their personal information, including the right to access, delete, and opt-out of the sale of their data. Companies need to be transparent about their data practices and provide consumers with clear notice of their rights.

The FTC's Endorsement Guides provide guidance on how endorsements and testimonials in advertising must be truthful and not misleading. They require advertisers to disclose any material connections between themselves and endorsers that could affect the weight or credibility that consumers give to the endorsement. This includes relationships like family, employment, or financial incentives. The Guides also state that endorsers must have real experience with the product or service they are endorsing. Testimonials must reflect the honest opinions, findings, beliefs, or experiences of the endorser. Advertisers are responsible for ensuring that endorsements comply with the Guides and can face penalties for false or unsubstantiated claims. The guides affect how businesses advertise their products and services using endorsements, testimonials, and influencer marketing. They impact what endorsers say in their reviews and how brands display advertisements. For online marketing, the FTC has specific guidelines for social media influencers. Bloggers, vloggers, and social media personalities should clearly disclose when they are paid to promote a product or service. Disclosure is required whether a brand provides cash or other incentives. Disclosure information has to be noticeable and easy to read. The endorsement guides are applicable across many sectors.