Assembly Bill 466 on consumer data protection and providing a penalty was introduced, on October 5, 2023, to the Wisconsin Assembly and thereafter, on the same date, referred to the Committee on Consumer Protection. The bill applies to controllers that control or process the personal data of at least 100,000 consumers or that control or process the personal data of at least 25,000 consumers and derive over 50% of their gross revenue from the sale of personal data.

The bill provides consumers with rights including:

• to confirm whether a controller is processing the consumer's personal data and to access the personal data;
• to correct inaccuracies in the consumer's personal data;
• to require a controller to delete personal data provided by or about the consumer;
• to obtain a copy of the personal data that the consumer previously provided to the controller; and
• to opt out of the processing of the consumer's personal data for:
  • targeted advertising;
  • the sale of the consumer's personal data; and
  • certain forms of automated processing of the consumer's personal data.

Moreover, the bill would impose obligations on controllers such as the establishment of a privacy notice, managing vendors, and conducting data protection assessments. A controller or processor that violates the bill's requirements is subject to a forfeiture of up to $7,500 per violation but would be provided with a 30-day cure period by the Attorney General.  

You can read the bill here and track its progress here.

Update: November 15, 2023

Bill on consumer data protection passes third reading in Assembly

On November 14, 2023, the bill passed its third reading in the Assembly and was ordered immediately to the Wisconsin State Senate.

You can read the bill here and track its progress here.

Update: February 13, 2024

Bill on consumer data protection referred to Committee on Shared Revenue, Elections, and Consumer Protection

On December 19, 2023, the public hearing for the bill was held after being read for the first time and referred to the Committee on Shared Revenue, Elections, and Consumer Protection on November 21, 2023.

You can read the bill here and track its progress here.

Update: April 19, 2024

Bill on consumer data protection failed to concur

On April 15, 2024, the bill failed to concur.

You can read the bill here and track its progress here.