From the Summer of Privacy to California SB 690

Harry Chambers of OneTrust gave a far-reaching overview of the worldwide state of privacy legislation this morning. Chambers covered a ton of topics, but I’m going to focus on proposed changes to the California Invasion of Privacy Act, or CIPA.

As Fisher Phillips notes, this is not a new act. And that’s the problem.

“CIPA was originally enacted in 1967 to combat traditional wiretapping and eavesdropping, primarily in the context of telephone communications. It was never designed to address the complexities of the digital age or regulate how businesses track user interactions on the internet.”

But that didn’t stop the lawyers. As Chambers noted, a ton of lawsuits tried to apply 1967 law to modern use cases, including (Fisher Phillips) “routine website technologies such as cookies, pixels, search bar/form, chatbots, and session replay tools.”

Heck, back in 1967 cookies made you high. Whoops, that’s brownies.

Imagen 4.

You can imagine how California technology businesses felt about this. Chatbots as illegal wiretapping? Ouch.

Imagen 4.

Enter California SB 690 to stop what Fisher Phillips called a “shakedown” (settle or you’ll go to court). It proposed to align CIPA with the “commercial business purposes” definition under CCPA as amended.

Imagen 4. For the story behind this picture, see “AI Still Has Bias.”

On June 3, the California Senate unanimously approved SB 690.

But submission to the California Assembly is delayed:

“On July 2, the author of SB 690, State Senator Anna Caballero (D-14), announced she was pausing SB 690, holding it in the Assembly until at least 2026. Caballero cited ‘outstanding concerns around consumer privacy,’ and acknowledged continued opposition from consumer privacy advocates and attorneys’ groups.”

So the lawsuits can continue until morale improves.

AI Still Has Bias

I’m writing a post about California and want to illustrate it with a picture of the Grateful Dead.

I wanted to include Bill Walton in the picture, trusting that Google Gemini knew who Bill Walton was.

It didn’t. 

My first draft of the picture included a black basketball player. While many basketball players are black, Bill Walton isn’t.

Too lazy to describe Walton in detail, I just said he was tall and white and generated the picture above.

(Imagen 4)

Populating the Queue When You Can’t Pull the Trigger

In this post, I knew I wanted to talk about preparing content for a product marketing effort. One in which the content had to be ready when someone pulled the trigger.

But I suspected that Google Gemini wouldn’t permit generation of an appropriate “trigger” picture because of Google’s guardrails.

Trigger and others from Republic Pictures. Public Domain.

So I moved in a different direction.

Pulling the trigger

But what’s the trigger?

The trigger to move forward—with a product launch, an event, an unsolicited proposal, hatever.

But if you’re a product marketer, and it’s your product, why can’t you pull the trigger?

Storytelling time.

The date is the date, but what is the date?

Imagen 4.

I was brought into a particular project, where everyone was readying go-to-market content for an executive meeting on a particular date.

Both internal and external content.

Training, FAQs, presentations, videos, blog posts, press releases, email campaigns, landing pages, call scripts, the whole bit.

As it turned out, I authored a bunch of the content myself, and helped on most of the rest.

All of us working toward that executive meeting date.

Finally, the date arrived, and all the content was presented to the executive team, mostly ready to go.

The response?

“Not yet.”

Because at the executive level, the fate of one particular product is relatively minor, compared to the overall scope of the business.

Now what?

Imagen 4.

So was the effort wasted?

  • If the product were eventually launched, then obviously not. The content is already queued. It’s much easier to go back in the queue and update old content than it is to wait until you get the go-ahead and THEN create brand new content. (In three days.)
  • And if the product were never launched…it still may not be a wasted effort. The company will launch new products (unless the company is Rite Aid), and the (sorry for the next two words) lessons learned from the old product can apply to the new one.

Provided you have a repeatable system for going to market (part of your strategy and process documents, or perhaps something less formal if your founder despises process) that you can dust off in the future.

But if you need content for now, or even for later, Bredemarket can create content for tech marketers.

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.

For Identity/Biometric Marketing Leaders Only (July 2025 version)

For identity/biometric marketing leaders only!

Make an impact with the biometric product marketing expert.

Make an impact with the biometric product marketing expert.

Bredemarket’s biometric product marketing expertise: https://bredemarket.com/bpme/

Biometric product marketing expert
Biometric product marketing expert.

Discuss your content-proposal-analysis needs with me before your competitors steal your prospects: https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.

(New landing page.)

Bridging the Content Gap: Increasing Your Content Quantity and Recency

(All pictures Imagen 4)

Tech marketers, do you have a “content gap” that you don’t even know about? (But your prospects know about it.)

When I approach a Bredemarket content prospect, I like to check the prospect’s current online content first.

  • Not a full-fledged analysis like the one I perform for my web/social media checkup. Which, if you didn’t notice, is numbered “Bredemarket 404.”
  • But just enough to see what content you’re generating, or not (quantity). And when you last posted content (recency).

You don’t need me to analyze the quantity and recency of your company’s online content. You can analyze it yourself. 

And you SHOULD survey it. 

Because whether you look at your content or avert your eyes, your prospects are looking at your content or lack thereof.

If your company doesn’t display online content, your competitor does.

Do you dare take a look at yourself and answer the following questions?

  • Date of most recent blog post
  • Date of most recent case study
  • Date of most recent video
  • Date of most recent white paper
  • Date of most recent Facebook company post
  • Date of most recent Instagram company post, reel, or story
  • Date of most recent LinkedIn company post or article
  • And all the other social media outlets you’ve opened over the years (yes, even the Snapchat the intern created in 2019)

Now I will be honest. While I am in some ways a content freak, even I fall behind at times.

Physician, heal thyself.

But what is the status of YOUR content? Quantity? Recency?

And what are you going to do about it?

Click here to bridge your content gap.

Or don’t.

What are you going to do?

When You Gate Content, You LOSE Control

(Imagen 4)

Gating, or requiring a prospect to fill out a form before receiving valuable content, is touted as a way for the company to control the journey. Once the company knows who the prospect is, they can interact with the prospect more meaningfully. The company can’t do that if the content is downloaded by unknown prospects.

There’s only one problem with gating:

Gating introduces friction.

And even if you avoid long fill-in forms for your gating activity, it’s still a hurdle that your prospects have to cross. And they may not want to do it.

Let me give you an example: Assume you want to know all about Bredemarket.

  • So I provide a 20 page brochure entitled “All About Bredemarket.” But before you can download that brochure, you have to provide your name, email address, and anticipated purchase date.
  • Meanwhile, my fierce competitor offers a 20 page brochure entitled “The Truth About Bredemarket.” But my competitor is unfortunately intelligennt and offers the brochure to anyone who wants it, without requiring a scrap of information.

If you’re a prospect and don’t know what you want to do, which of these two brochures will you acquire first?

The one that’s easiest to get, which is my fierce competitor’s brochure.

In this case, this means that my competitor will shape the message about Bredemarket, not me. And I don’t think my competitor will praise me as the best product marketing consultant.

So I usually don’t gate. Heck, I even publish my prices publicly.

[If someone] requires white paper or other services from Bredemarket in the future, there are multiple options:

  • Work with me on an hourly basis at the $100/hour rate.
  • For text between 400 and 600 words (short writing service), I can bill a flat rate of $500.
  • For text between 2800 and 3200 words (medium writing service), I can bill a flat rate of $2000.
  • We can work out a flat rate for different lengths if needed. 

(Yes, I publish my prices. If you need a 2¢ per word writer, look elsewhere.)

Which means that some of your questions are already answered BEFORE I question you about your needs.

If you have other questions about what Bredemarket does, and how to set up a free meeting with me, go here.

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.

Or download this, no questions asked.

Content For Tech Marketers (July 3, 2025)Download

Content For Tech Marketers

Does your tech firm need prospect-facing text content?

Bredemarket creates written content for tech marketers that attracts prospects.

Stop losing prospects! Use Bredemarket content for tech marketers: https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.
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Substitute Public Domain Characters to Avoid AI Copyright Infringement

A biometric expert (I’m not the only one) was challenged to find a picture of a particular cartoon character in a particular setting, but was worried about copyright infringement.

I suggested that the expert substitute some other character in place of the copyrighted cartoon character.

I can’t share the particular example above, but the picture in this post illustrates the point. You subconsciously know which characters are being referenced, but the substitute characters (pre-copyright days) take care of the copyright issue.

As long as the rest of the image doesn’t infringe on copyright either. MLB may visit me, even if “the fruit company” doesn’t.

My July 4

My July 4 included a parade and cherries.

Admittedly a lot of content, especially for a non-working day. (One was scheduled.) But if your technology firm lacks marketing content, I know a guy – https://bredemarket.com/mark/

Content for tech marketers.