The proposed bill establishes comprehensive rights for individuals regarding their personal data, including their name, image, likeness, and digital identity. It outlines the responsibilities of entities that process personal data, mandating compliance with these rights unless superseded by other state or federal laws. Key definitions such as "consent," "controller," "personal data," and "processing" are provided, along with individual rights to opt out of targeted advertising, access, correct, delete, and request portability of their data. The bill also categorizes violations as deceptive trade practices under the Wyoming Consumer Protection Act, allowing for penalties and legal recourse for affected individuals, while emphasizing clear communication from data controllers.

Additionally, the bill amends existing consumer protection laws to enhance protections for older persons and individuals with disabilities, introducing civil penalties for deceptive practices targeting these groups. It establishes that willful unfair or deceptive conduct against these vulnerable populations may result in restitution, attorney fees, and civil penalties of up to $15,000 per violation. The bill expands the definition of "consumer transactions" to include personal data processing and grants investigative powers to enforcing authorities, including the ability to administer oaths and subpoena witnesses. Non-compliance with subpoenas may incur civil penalties of up to $5,000. The act is set to take effect on July 1, 2025.

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