Substitute Senate Bill No. 4, also known as Public Act No. 26-64, establishes comprehensive regulations aimed at enhancing consumer privacy and protection, particularly concerning data brokers and the handling of personal data. Effective October 1, 2026, the bill requires data brokers to register with the Department of Consumer Protection, paying a $2,500 fee and providing disclosures about their data practices. It introduces an "accessible deletion mechanism" for consumers to request the deletion of their personal data, mandates that data brokers comply with these requests, and prohibits the sale of personal data in violation of the new regulations. The bill also includes provisions for the handling of minors' data, sensitive information, and the use of facial recognition technology, ensuring that consumer rights are prioritized in the digital landscape.

Additionally, the bill outlines specific obligations for data controllers and processors, including limitations on data collection and the requirement for consumer consent for new data processing purposes. It prohibits the sale of precise geolocation data and establishes consumer rights over genetic data, requiring express consent for its collection and use. The legislation also addresses advertising practices in streaming video services, ensuring that commercial audio does not exceed video volume levels. Violations of these provisions are classified as unfair or deceptive trade practices, enforceable by the Attorney General, and do not create a private right of action. Overall, the bill aims to strengthen consumer protections while providing a clear framework for data brokers and companies handling personal data.