Wisconsin Senate Bill SB166

Wisconsin 2025-2026 Regular Session

• Introduced: 3/27/25
• Refer: 3/27/25

Caption

Consumer data protection and providing a penalty. (FE)

Impact

The impact of SB166 on state laws is substantial, as it redefines the regulatory landscape concerning data privacy. It mandates that 'controllers' of personal data ensure that consumers are informed about how their data is being used and provides clear avenues for consumers to assert their rights under the legislation. Additionally, the bill prohibits local municipalities from enacting their own laws regarding the collection and processing of personal data, effectively centralizing authority at the state level and further standardizing the regulatory approach across Wisconsin. This local preemption is significant, as it eliminates the ability of local governments to create regulations that might better suit their communities' specific needs based on local context.

Summary

Senate Bill 166 is a significant piece of legislation aimed at enhancing consumer data protection in Wisconsin. The bill establishes a framework for how personal data of consumers should be handled by businesses classifying them as 'controllers' and 'processors'. It defines the rights consumers have regarding their personal data, which includes the ability to access, correct, delete, and opt-out of the processing of their data for targeted advertising. This framework seeks to give consumers greater control over their personal information and requires businesses to implement secure processes to comply with these rights.

Contention

While proponents argue that SB166 will enhance consumer protection and give individuals more control over their personal data, critics raise concerns regarding the potential overreach involved in preempting local regulations. Opponents fear that the inability to address local needs could hinder community members' rights and the ability of local governments to implement necessary protections tailored to their populations. Additionally, issues concerning the penalties outlined in the bill for noncompliance with data protection standards and how these may affect small businesses are points of contention that are likely to arise during discussions and negotiations surrounding the implementation of SB166.