More marketers are taking notice of California’s data privacy laws after the state said last month that cosmetics retailer Sephora had agreed to pay $1.2 million in penalties for alleged violations related to its targeted advertising practices.

The Sephora case was both “a warning shot” and “an effort to remove any potential residual doubt that an opt-out is and will be required—whether for sale or for sharing of data for targeted advertising,” said Arielle Garcia, chief privacy officer at Interpublic Group of Cos. media agency UM.

Big advertisers since 2019 have been discussing CCPA and its regulations of so-called tracking pixels that let businesses target ads to people who have visited their sites, said Ms. Garcia. But they’re now paying more attention to CPRA’s expansion of consumers’ ability to limit the collection of sensitive personal information, including IP addresses and location data, she said. That rule in particular has gained more attention in light of the U.S. Supreme Court’s decision to repeal the national right to an abortion.

Read more in the Wall Street Journal.