Senate Bill 758 aims to regulate the treatment of minors by social media platforms in Wisconsin. It defines a "social media platform" as any public or semi-public online service used by minors that allows for profile creation, content posting, and private messaging. The bill prohibits these platforms from gathering, using, selling, or retaining data related to minors' interactions, as well as from recommending or prioritizing content based on such data. However, there are exceptions that allow platforms to collect necessary data for account maintenance and to respond to specific searches made by minors. Additionally, the bill mandates that social media platforms implement reliable age verification methods and prevent targeted advertising directed at minors.

The bill also establishes enforcement mechanisms through the Department of Justice (DOJ), which will create a website for public complaints regarding compliance. The DOJ is empowered to investigate violations and seek civil forfeitures of up to $5,000 per violation, along with attorney fees and other remedies. Furthermore, individuals affected by violations can pursue civil actions for damages. The legislation reflects concerns about the mental health impacts of social media on youth, citing studies linking heavy usage to negative health outcomes and emphasizing the need for protective measures against addictive features and harmful advertising targeted at minors.