This is the preview version of the Wisconsin State Legislature site.
Please see http://docs.legis.wisconsin.gov for the production version.
AB466-AA1,2,19 1912. Page 8, line 5: after “consumer" insert “or a consumer's authorized agent".
AB466-AA1,3,2 2013. Page 9, line 3: after “consumer." insert “A consumer may exercise the
21consumer's rights through user-enabled global privacy controls, such as a browser
22plugin or privacy setting, device setting, or other mechanism, that communicate or

1signal the consumer's choice to opt out of processing for the purpose of targeted
2advertising or sale of the consumer's personal data.".
AB466-AA1,3,3 314. Page 10, line 21: delete “attorney general" and substitute “department".
AB466-AA1,3,5 415. Page 11, line 18: delete the material beginning with “the consumer" and
5ending with “sub. (2) (a) 5. or" on line 19.
AB466-AA1,3,8 616. Page 12, line 25: after “account." insert “A controller that recognizes
7signals approved by other states shall be considered in compliance with this
8paragraph. Such means shall include all of the following:
AB466-AA1,3,119 1. A clear and conspicuous link on the controller's website to a webpage that
10enables a consumer or an agent of a consumer to opt out of the targeted advertising
11or sale of the consumer's personal data.
AB466-AA1,3,1612 2. On or before July 1, 2026, an opt-out preference signal sent, with a
13consumer's consent, by a platform, technology, or mechanism to the controller
14indicating the consumer's intent to opt out of any processing of the consumer's
15personal data for the purpose of targeted advertising or sale of the consumer's
16personal data. Such platform, technology, or mechanism shall do all of the following:
AB466-AA1,3,1717 a. Not unfairly advantage one controller over another.
AB466-AA1,3,1918 b. Require the consumer to make an affirmative and unambiguous choice to opt
19out of any processing of the consumer's personal data.
AB466-AA1,3,2020 c. Be easy to use by the average consumer.
AB466-AA1,3,2321 d. Enable the controller to accurately determine whether the consumer is a
22resident of this state and whether the consumer has made a legitimate request to opt
23out of any targeted advertising or sale of the consumer's personal data.”.
AB466-AA1,3,24 2417. Page 15, line 1: after “shall" insert “regularly".
AB466-AA1,4,1
118. Page 15, line 17: after that line insert:
AB466-AA1,4,3 2“6. The processing of personal data related to any good, service, or product
3feature likely to be accessed by a child.”.
AB466-AA1,4,5 419. Page 16, line 3: on lines 3, 5, and 7, delete “attorney general" and
5substitute “department".
AB466-AA1,4,7 620. Page 16, line 3: delete the material beginning with “a civil" and ending
7with “under" on line 4.
AB466-AA1,4,9 821. Page 16, line 6: delete the material beginning with “attorney" and ending
9with “general" on line 7 and substitute “department”.
AB466-AA1,4,10 1022. Page 16, line 11: delete “attorney general" and substitute “department".
AB466-AA1,4,12 1123. Page 22, line 3: after “society," insert “entity regulated by the federal Farm
12Credit Administration,".
AB466-AA1,4,14 1324. Page 23, line 17: delete “The" and substitute “Except as authorized by the
14federal Fair Credit Reporting Act, the".
AB466-AA1,4,16 1525. Page 24, line 17: delete the material beginning with that line and ending
16with page 25, line 23, and substitute:
AB466-AA1,4,18 17(9) Violations. (a) The department and the department of justice shall have
18authority to enforce violations of this section.
AB466-AA1,5,319 (b) 1. The department or the department of justice shall, at least 30 days before
20initiating any action under this section, provide a controller or processor written
21notice that identifies the specific provisions of this section the department or the
22department of justice alleges have been or are being violated. If within the 30 days
23the controller or processor cures the noticed violation and provides the department

1or the department of justice an express written statement that the alleged violations
2have been cured and that no such further violations shall occur, no action shall be
3initiated against the controller or processor.
AB466-AA1,5,74 2. Notwithstanding subd. 1., if a controller or processor continues to violate this
5section in breach of an express written statement provided to the department or the
6department of justice under subd. 1., the department or the department of justice
7may initiate an action under this section.
AB466-AA1,5,98 (c) Nothing in this section shall be construed as providing the basis for, or being
9subject to, a private right of action to violations of this section or under any other law.
AB466-AA1,5,12 10(10) Enforcement; penalties. (a) Any controller or processor that violates this
11section or any order issued under this section is subject to a forfeiture of not less than
12$100 and not more than $10,000 for each violation.
AB466-AA1,5,2213 (b) The department or the department of justice have exclusive authority to
14enforce violations of this section and may commence an action in any court of
15competent jurisdiction in the name of the state to restrain by temporary or
16permanent injunction the violation of this section and any order issued under this
17section. The court may in its discretion, prior to the entry of final judgment, make
18such orders or judgments as may be necessary to restore any person any pecuniary
19loss suffered because of the acts or practices involved in the action, provided proof
20thereof is submitted to the satisfaction of the court. The department may use its
21authority in ss. 93.14 and 93.15 to investigate violations of this section and any order
22issued under this section.
AB466-AA1,6,523 (c) The department of justice may issue a civil investigative demand to any
24controller or processor believed to be engaged in, or about to engage in, any violation
25of this section, and by the civil investigative demand the department of justice may

1compel the attendance of any officers or agents of the controller or processor, examine
2the officers or agents of the controller or processor under oath, require the production
3of any books or papers that the department of justice deems relevant or material to
4the inquiry, and issue written interrogatories to be answered by the officers or agents
5of the controller or processor.
AB466-AA1,6,136 (d) The department and the department of justice may serve a subpoena, as
7provided by s. 885.03, and a complaint, notice, order, civil investigative demand, or
8other process, as may be a summons, and either may be served by registered mail to
9an address furnished by the person or concern to either the department or the
10department of financial institutions. Service may be proved by affidavit. Service in
11any event may be also by registered mail addressed to the person or concern and
12proved by post office return receipt, in which case the time of service is the date borne
13by the receipt.
AB466-AA1,6,1714 (e) Notwithstanding s. 814.04 (1), the department or the department of justice
15may recover reasonable expenses incurred in investigating, preparing, and
16prosecuting the case, including attorney fees, of any action initiated under this
17section.
AB466-AA1,6,19 18(10m) Rulemaking. The department may promulgate rules necessary to effect
19the purposes of this section.”.
AB466-AA1,6,20 2026. Page 25, line 25: after that line insert:
AB466-AA1,6,22 21 Section 1g. 100.75 (9) (b) 1. of the statutes, as created by 2023 Wisconsin Act
22.... (this act), is repealed.
AB466-AA1,1r 23Section 1r. 100.75 (9) (b) 2. of the statutes, as created by 2023 Wisconsin Act
24.... (this act), is renumbered 100.75 (9) (b) and amended to read:
AB466-AA1,7,4
1100.75 (9) (b) 2. Notwithstanding subd. 1., if If a controller or processor
2continues to violate violates this section in breach of an express written statement
3provided to the consumer under subd. 1.
, the department or the department of justice
4may initiate an action under this section.”.
AB466-AA1,7,5 527. Page 26, line 1: delete lines 1 and 2 and substitute:
AB466-AA1,7,7 6 Section 2m. Effective dates. This act takes effect on July 1, 2025, except as
7follows:
AB466-AA1,7,9 8(1) The repeal of s. 100.75 (9) (b) 1. and the renumbering and amendment of s.
9100.75 (9) (b) 2. take effect on July 1, 2031.”.
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