SB 4

Summary

As passed the House: - Requires data brokers to register with the Department of Consumer Protection beginning January 1, 2027 with a $2,500 fee and public disclosures on the information collected. Directs the state to publish an online registry of data brokers - Directs the department to create a universally accessible deletion mechanism by July 1, 2028 to submit deletion requests to brokers. - Requires brokers to check the mechanism once every 45 days beginning October 1, 2028. Requires brokers to hire an independent audit every three years. - Requires businesses that use automated pricing tools to raise prices in online transactions to clearly disclose that the price was increased using the consumer’s personal data. Prohibits “surveillance pricing” by retailers and delivery services. Allows exceptions for random price variation, retention discounts, cost- or demand-based pricing differences, and broadly available discounts or loyalty programs, as long as terms are transparent and applied uniformly. - Amends the privacy law to amend the definition of "publicly available information." Gives consumers the right to delete publicly available information that has been aggregated into a consumer profile and shared or sold, along with any related inferences. - Allows a consumer to be informed if data used for profiling concerning denial of an employment opportunity was submitted to a third party and be given the opportunity to correct incorrect data. - Prohibit the sale of precise geolocation. Regulates the use of data collected from facial recognition technology, requiring signage to alert customers with a link to a privacy policy. - Grants a consumer right in biological samples. Requires direct-to-consumer genetic testing companies to disclose policies to the consumer and obtain express consent before collecting or disclosing genetic data. Prohibits disclosing genetic data to a person's employer, insurer, or for marketing purposes. - Prohibits a streaming company from transmitting advertising at a volume louder than video content. - The 4/23/2026 amendment adds genetic data protections and a ban on loud advertisements. Deletes license plate reader restrictions.

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