California has become battleground for the protection of consumer privacy rules

SACRAMENTO, Calif. - A landmark California law signed last year to enact the strongest privacy rules in the country and regulate the online marketplace of personal data is caught in a tug of war between industry lobbyists who want to weaken it and consumer groups that say it doesn't go far enough.

The California Consumer Privacy Act, which takes effect in January, will grant people in the state new rights to control the information that businesses gather about them and sell at a time when tech companies such as Facebook, Google and Amazon are facing pressure to change their data collection and advertising practices.

But as state Attorney General Xavier Becerra puts together new regulations to implement the law, advocacy groups are seeking more protections for consumers and business groups are working to rein it in, arguing that it will stifle competition and burden companies struggling