In a move that highlights the increasing focus on consumer data privacy across the US, New Jersey has become the latest state to enact data privacy protections. The new legislation, signed into law by New Jersey Governor Phil Murphy on Tuesday, has been hailed by consumer advocates.
Looking closely at the provisions of the law, diverse companies that conduct business in the state operating on a larger scale are targeted – namely those that engage with personal data of at least 100,000 consumers per year. Additionally, businesses dealing with the personal data of at least 25,000 consumers will be covered under the new law, if they also sell personal data. It is clear that the law focuses on those who can make significant impacts on consumer privacy.
The law itself is not set to take effect until 2025, but once in effect, it promises to grant individuals more power over their personal information. Consumers will be given the right to opt-out of certain uses of their data which include targeted advertising.
It’s crucial to note that New Jersey seems to be part of an increasing trend rather than an isolated case. The new legislation puts the state among more than a dozen others that have acted to enact consumer data privacy laws. In an era where consumer data is a key asset to many businesses, these protections represent a critical shift in the balance of power. Still, the full implications of these laws will remain to be seen until they are fully implemented and tested in the years to come.
To read more about it, click here.