Legal Matters: Collecting Customer ZIP Codes? Beware the Legal Risks
Doing so might subject you to class-action lawsuits
Lowering Your Company's Risk
Since the Pineda decision comes from the highest court in California, there's likely no recourse for retailers. Even if the California legislature changes the law, it will probably not have a retroactive effect. Moreover, the Court made clear in the Pineda case that its ruling that ZIP codes constitute personally identifiable information will apply retroactively.
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