Key point: In response to the increasing number of state data privacy laws and to address a wave of claims under state wiretap laws, most businesses have spent the last several years posting online privacy notices, consent banners, marketing preference centers, and opt-out mechanisms. But the challenge today is no longer providing consumers with a way to exercise privacy rights. The challenge is to ensure those rights actually work.
Key point: The Utah legislature just passed a first-of-its-kind digital identity law that gives residents new rights over what personal information they share when verifying their identity. If your business chooses to participate as a verifier in Utah’s state-endorsed digital ID program—or builds the technology behind it—new consent, purpose-limitation, and loyalty obligations apply starting May 6, 2026.
Key point: Whether your business runs a retail loyalty program, a restaurant rewards app, a software referral campaign, or an online sweepstakes, these programs often collect customer information, and that can trigger real privacy compliance obligations that are easy to overlook.
The Rules Vary by Program. Privacy Obligations Do Not.
Online promotional activities frequently involve the collection, use, and sharing of consumer personal information, and data privacy laws play an important role across all of them. Examples:
All these instances trigger compliance obligations—even if the activities feel informal or low-risk.
With three new state privacy laws that took effect on January 1, 2026 (Indiana, Kentucky, and Rhode Island), adding to an extensive list of others, many organizations are discovering that their website privacy practices haven’t kept pace. Even those that updated their websites recently are finding hidden gaps, often due to unnoticed changes in technological tools and files, such as first and third-party cookies, third-party analytics software, and/or third-party scripts, tags, and pixels. A website audit can prevent enforcement issues and potential litigation or arbitration demands.
California continues to set the pace for digital privacy reform, enacting three groundbreaking laws that will reshape how personal information is handled across the state. On October 8, 2025, Governor Newsom signed three new privacy bills, which will allow California consumers to gain greater control over their personal information, while businesses, data brokers, and social media platforms will face new transparency and compliance obligations.
Key point: Recent legislative efforts in Massachusetts, seeking to add another comprehensive data privacy law to the national patchwork of state laws, and in California enacting a law to regulate AI development, occurred this week when the Massachusetts Senate unanimously sent Senate Bill 2608 to the state House, and California enacted the nation’s second substantive state law regulating AI.
Key point: The California Legislature is considering a bill that would impose comprehensive requirements on the development, deployment, and use of artificial intelligence (AI) systems, with a focus on transparency, accountability, and risk mitigation.