The proposed bill establishes comprehensive rights for individuals regarding their personal data, including their name, image, likeness, and digital identity. It mandates that any entity processing personal data must adhere to these rights unless overridden by other state or federal laws. Key rights outlined in the bill include the ability to opt out of targeted advertising, access personal data, correct inaccuracies, delete data, and request data portability. Additionally, it requires data controllers to respond to personal data requests within a specified timeframe and allows individuals to authorize others to act on their behalf in exercising these rights.

The bill also amends existing laws related to violations involving older persons and persons with disabilities, as well as the commercial use of a natural person's name, image, or likeness. It introduces new definitions and provisions regarding consumer transactions, specifically including personal data processing, and categorizes violations as deceptive trade practices under the Wyoming Consumer Protection Act. Key insertions include the definition of "consumer transactions" to encompass personal data processing and a specific violation related to this processing. The bill establishes civil penalties for willful violations, including restitution to victims and potential fines, while granting the attorney general enforcement authority. The changes are set to take effect on July 1, 2025, aiming to enhance protections for vulnerable populations and regulate personal data use in commercial contexts.

Statutes affected:
25LSO-0089 v0.5: 40-12-102, 40-12-105