On April 2, The California Privacy Protection Agency issued Enforcement Advisory No. 2024-01 reminding businesses that data minimization is a foundational principle the California Consumer Privacy Act. The Advisory noted that the Agency has observed certain businesses collecting unnecessary and disproportionate amounts of personal information and emphasized that minimization principles would apply to processing consumer requests. As such, the Advisory highlighted the requirements of minimization, including the concept that the collection, use, sharing, and retention of personal information must be reasonable and proportionate to the purposes identified, considering the minimum personal information required, the potential negative impacts on consumers, and the existence of additional safeguards that addressed the applicable negative impacts. As part of the discussion, the Advisory also discussed two scenarios: one described an opt-out procedure, and the other described verification in connection with a consumer request. For the opt-out procedure, the Advisory reminded businesses that businesses may not verify a consumer’s identity to process an opt-out (it may, however, ask the consumer for the information necessary to complete the request). For the verification procedures, the Advisory outlined a possible process for analyzing whether additional verification information would be required, such as whether the business stores driver license information.