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. 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 or licensing of personal data in violation of the new regulations. The bill also includes specific provisions for handling minors' data and sensitive information, reinforcing consumer rights in the digital landscape.

Additionally, the bill outlines new definitions related to personal data, including "biometric data" and "neural data," while repealing outdated terms. It prohibits the sale of precise geolocation data and establishes consumer rights over genetic data, requiring express consent for its use. The legislation also addresses the use of facial recognition technology, mandating transparency and consumer notification. 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 empower consumers with greater control over their personal data while ensuring that data brokers operate transparently and responsibly.