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SB851,6,2018 j. Education information that is not publicly available personally identifiable
19information under the federal Family Educational Rights and Privacy Act, 20 USC
201232g
.
SB851,6,2321 k. Inferences drawn from personal information that create a profile about a
22consumer reflecting the consumer's preferences, characteristics, psychological
23trends, predispositions, behavior, attitudes, intelligence, abilities, and aptitudes.
SB851,7,224 2. “Personal information” does not include information that is lawfully made
25available from federal, state, or local government records if the information is used

1for a purpose that is compatible with the purpose for which the information is
2maintained and made available.
SB851,7,43 (j) “Sell” means to transfer, disseminate, disclose, release, rent, make available,
4or otherwise communicate for monetary or other valuable consideration.
SB851,7,125 (k) “Service provider” means a sole proprietorship, partnership, limited
6liability company, corporation, association, or other legal entity that is organized or
7operated for the profit of its shareholders or other owners and that processes
8information on behalf of a business and to which the business discloses a consumer's
9personal information for a business purpose pursuant to a written contract that
10prohibits the recipient of the information from retaining, using, or disclosing the
11information for any purpose other than for the specific purpose of performing the
12services specified in the contract.
SB851,7,1313 (L) “Third party” means a person that is not any of the following:
SB851,7,1414 1. A business that collects personal information from consumers.
SB851,7,1915 2. A person to whom a business discloses a consumer's personal information
16for a business purpose pursuant to a written contract that prohibits the person
17receiving the personal information from selling, retaining, using, or disclosing the
18personal information for any purpose other than for the specific purpose of
19performing the services specified in the contract.
SB851,7,2420 (m) “Verifiable consumer request” means a request, received by a business that
21has collected personal information about a consumer, that the business can
22reasonably verify to be from the consumer or the consumer's authorized
23representative or, if the consumer is under 13 years of age, the consumer's parent or
24guardian.
SB851,8,4
1(2) Required notices. (a) If a business has an online privacy policy or a
2Wisconsin-specific description of consumers' privacy rights, the business shall
3disclose all of the following information in the policy or description in a form that is
4reasonably accessible to consumers:
SB851,8,65 1. The right of a consumer to request a disclosure under sub. (3) (a) and (c) and
6one or more methods that a consumer is able to use to make a request.
SB851,8,87 2. The categories of consumers' personal information collected in the preceding
812 months.
SB851,8,109 3. The categories of sources from which consumers' personal information was
10collected in the preceding 12 months.
SB851,8,1211 4. The business or commercial purposes for collecting consumers' personal
12information.
SB851,8,1413 5. If the business has sold consumers' personal information in the preceding
1412 months, the business or commercial purposes for selling the personal information.
SB851,8,1715 6. If the business has shared consumers' personal information with a 3rd party
16in the preceding 12 months, the categories of 3rd parties with whom the business has
17shared personal information.
SB851,8,2118 7. A list of the categories of consumers' personal information sold, if the
19business has sold consumers' personal information in the preceding 12 months, or
20if the business has not sold consumers' personal information in the preceding 12
21months, a disclosure of that fact.
SB851,9,222 8. A list of the categories of consumers' personal information disclosed for a
23business purpose, if the business has disclosed consumers' personal information for
24a business purpose in the preceding 12 months, or if the business has not disclosed

1consumers' personal information for a business purpose in the preceding 12 months,
2a disclosure of that fact.
SB851,9,63 (b) If a business does not have an online privacy policy or a Wisconsin-specific
4description of consumers' privacy rights under par. (a) and the business has an
5Internet site, the business shall disclose the information listed in par. (a) 1. to 8. on
6its Internet site in a form that is reasonably accessible to consumers.
SB851,9,87 (c) A business that makes a disclosure under par. (a) or (b) shall update the
8information in the disclosure at least once every 12 months.
SB851,9,12 9(3) Disclosure of information collected. (a) 1. Upon receiving a verifiable
10consumer request from a consumer, a business that has collected personal
11information about that consumer shall promptly disclose and deliver free of charge
12to the consumer all of the following:
SB851,9,1413 a. The categories of personal information it has collected about the consumer
14in the preceding 12 months.
SB851,9,1615 b. The categories of sources from which the consumer's personal information
16was collected in the preceding 12 months.
SB851,9,1817 c. The business or commercial purposes for collecting the consumer's personal
18information.
SB851,9,2019 d. If the business has sold the consumer's personal information in the preceding
2012 months, the business or commercial purposes for selling the personal information.
SB851,9,2321 e. If the business has shared the consumer's personal information with 3rd
22parties in the preceding 12 months, the categories of 3rd parties with whom the
23business has shared personal information.
SB851,9,2524 f. The specific pieces of personal information that the business has collected
25about the consumer in the preceding 12 months.
SB851,10,3
12. A business may disclose and deliver personal information to a consumer
2under this paragraph only after receiving a verifiable consumer request from the
3consumer.
SB851,10,74 3. A business shall make available to consumers 2 or more methods for
5submitting verifiable consumer requests for a disclosure under this paragraph
6including, at a minimum, a toll-free telephone number and, if the business
7maintains an Internet site, an Internet address.
SB851,10,138 4. a. Except as provided in subd. 4. b., a business shall deliver the disclosure
9required under this paragraph within 45 days of receiving a verifiable consumer
10request from a consumer. A business shall promptly take steps to determine whether
11a request received is a verifiable consumer request. The time that a business spends
12determining whether a request is a verifiable consumer request is included in the
1345-day deadline under this subd. 4. a.
SB851,10,1714 b. A business may deliver the disclosure required under this paragraph within
1590 days after receiving a verifiable consumer request if reasonably necessary and if
16the business notifies the consumer of the delayed delivery before the time period
17under subd. 4. a. expires.
SB851,11,218 5. A business shall deliver personal information under this paragraph in
19writing and through the consumer's account with the business, if the consumer
20maintains an account with the business. If the consumer does not maintain an
21account with the business, the business shall deliver personal information under this
22paragraph by mail or electronically, at the choice of the consumer. If the business
23provides personal information under this paragraph electronically, the business
24shall provide the information in a portable and, to the extent technically feasible, a

1readily useable format that allows the consumer to transmit the information to
2another entity without hindrance.
SB851,11,53 6. A business may not require a consumer to create an account in order to
4submit a verifiable consumer request for a disclosure of personal information
5required under this paragraph.
SB851,11,76 7. A business is not required to provide personal information to a consumer
7under this paragraph more than 2 times in a 12-month period.
SB851,11,88 (b) Paragraph (a) does not require any of the following:
SB851,11,119 1. That a business retain any personal information collected for a single,
10onetime transaction, if the personal information is not sold or retained by the
11business.
SB851,11,1312 2. That a business reidentify or otherwise link information that is not
13maintained in a manner that would be considered personal information.
SB851,11,1614 (c) 1. Upon receiving a verifiable consumer request from a consumer, a business
15that has sold or disclosed for a business purpose personal information about that
16consumer shall disclose to the consumer the following information:
SB851,11,1917 a. If the business has collected personal information in the preceding 12
18months, the categories of personal information that the business collected about the
19consumer.
SB851,11,2120 b. If the business sold the consumer's personal information in the preceding 12
21months, the categories of the personal information that the business sold.
SB851,11,2422 c. If the business sold the consumer's personal information in the preceding 12
23months, for each 3rd party to whom the business sold the personal information, the
24categories of personal information that the business sold to the 3rd party.
SB851,12,3
1d. If the business disclosed the consumer's personal information for a business
2purpose in the preceding 12 months, the categories of the personal information that
3the business disclosed.
SB851,12,54 2. A business shall identify the information required to be disclosed under
5subd. 1. c. separately from the information required to be disclosed under subd. 1. d.
SB851,12,96 3. A business shall make available to consumers 2 or more methods for
7submitting verifiable consumer requests for a disclosure under this paragraph
8including, at a minimum, a toll-free telephone number and, if the business
9maintains an Internet site, an Internet address.
SB851,12,1510 4. a. Except as provided in subd. 4. b., a business shall deliver the disclosure
11required under this paragraph within 45 days of receiving a verifiable consumer
12request from a consumer. A business shall promptly take steps to determine whether
13a request received is a verifiable consumer request. The time that a business spends
14determining whether a request received is a verifiable consumer request is included
15in the 45-day deadline under this subd. 4. a.
SB851,12,1916 b. A business may deliver the disclosure required under this paragraph within
1790 days after receiving a verifiable consumer request if reasonably necessary and if
18the business notifies the consumer of the delayed delivery before the time period
19under subd. 4. a. expires.
SB851,13,320 5. A business shall deliver personal information under this paragraph in
21writing and through the consumer's account with the business, if the consumer
22maintains an account with the business. If the consumer does not maintain an
23account with the business, the business shall deliver personal information under this
24paragraph by mail or electronically, at the choice of the consumer. If the business
25provides information under this paragraph electronically, the business shall provide

1the information in a portable and, to the extent technically feasible, a readily useable
2format that allows the consumer to transmit the information to another entity
3without hindrance.
SB851,13,64 6. A business may not require a consumer to create an account in order to
5submit a verifiable consumer request for a disclosure of personal information
6required under this paragraph.
SB851,13,10 7(4) Selling or collecting information. (a) A business may not collect a
8consumer's personal information or use the personal information for a particular
9purpose unless the business informs the consumer, at or before the point of collecting
10the information, about all of the following:
SB851,13,1211 1. That the business will collect that category of personal information about the
12consumer.
SB851,13,1413 2. The purpose for which the business will use the category of personal
14information collected.
SB851,13,1615 (b) 1. A business may not sell a consumer's personal information to 3rd parties
16unless the business satisfies all of the following:
SB851,13,2117 a. If the business has an Internet site, the business provides a clear and
18conspicuous link on the homepage of the Internet site, titled “Do Not Sell My
19Personal Information,” to an Internet page that enables a consumer or person
20authorized by the consumer to object to the sale of the consumer's personal
21information.
SB851,14,222 b. The business includes a statement explaining that a consumer may object
23to the sale of the consumer's personal information and a link to the Internet page
24required under subd. 1. a. in its online privacy policy or policies, if the business has

1an online privacy policy or policies, and any Wisconsin-specific description of
2consumers' privacy rights.
SB851,14,63 c. The business ensures that each individual responsible for handling
4consumer inquiries about the business's privacy practices or compliance with this
5section is informed of the requirements in this subdivision and par. (c) and of how to
6direct consumers to object to the sale of their personal information under par. (c).
SB851,14,97 2. Subdivision 1. does not require a business to provide the link described in
8subd. 1. a. on the homepage of an Internet site that the business makes available to
9the public generally, if all of the following apply:
SB851,14,1110 a. The business maintains a separate and additional Internet site that the
11business dedicates to consumers.
SB851,14,1312 b. The Internet site under subd. 2. a. satisfies the requirements under subd.
131. a.
SB851,14,1614 c. The business takes reasonable steps to ensure that consumers in this state
15are directed to the Internet site under subd. 2. a. and not the homepage of the
16Internet site made available to the public generally.
SB851,14,2117 (c) 1. a. A business may not sell personal information that the business collects
18about a consumer to a 3rd party if the consumer is 16 years of age or older and the
19consumer directs the business not to sell the consumer's personal information,
20unless the consumer subsequently provides express authorization for the business
21to sell the personal information.
SB851,15,222 b. A consumer may authorize another person to, as provided in subd. 1. a.,
23direct a business not to sell the consumer's personal information. A representative
24authorized under this subd. 1. b. may not subsequently provide express

1authorization on behalf of the consumer for the business to sell the consumer's
2personal information.
SB851,15,53 2. A business may not sell personal information that the business collects about
4a consumer to a 3rd party if the business has actual knowledge that the consumer
5is under 16 years of age unless any of the following applies:
SB851,15,86 a. The consumer is at least 13 years of age and under 16 years of age and the
7consumer affirmatively authorizes the business to sell the consumer's personal
8information.
SB851,15,109 b. The consumer is under 13 years of age and the consumer's parent or guardian
10affirmatively authorizes the business to sell the consumer's personal information.
SB851,15,1211 3. A business that willfully disregards the age of a consumer is considered to
12have actual knowledge of the consumer's age.
SB851,15,1713 4. A business may not request authorization from a consumer or the consumer's
14parent or guardian to sell the consumer's personal information within 12 months of
15the most recent occasion that the consumer, parent, or guardian directed the
16business not to sell the personal information or denied the business's request for
17authorization to sell the personal information.
SB851,15,2118 5. A business that collects the personal information of a consumer in connection
19with receiving a direction under subd. 1. to not sell the consumer's personal
20information may use the personal information only for the purposes of implementing
21the consumer's direction not to sell the personal information.
SB851,16,222 (d) 1. A 3rd party may not sell personal information about a consumer that has
23been sold to the 3rd party by a business unless the 3rd party provides explicit notice
24to the consumer that the consumer's personal information has been sold to the 3rd

1party and that the 3rd party intends to sell the information and the 3rd party
2satisfies par. (b) 1. a. to c.
SB851,16,63 2. A 3rd party may not sell information about a consumer that has been sold
4to the 3rd party by a business if the consumer directs the 3rd party not to sell the
5consumer's personal information, unless the consumer subsequently provides
6express authorization for the 3rd party to sell the personal information.
SB851,16,87 (e) A business may not require a consumer to create an account in order to direct
8the business not to sell the consumer's personal information under par. (c).
SB851,16,119 (f) A business shall, to protect the personal information of consumers,
10implement and maintain reasonable security procedures and practices appropriate
11to the nature of the personal information.
SB851,16,16 12(5) Deletion of information. (a) Except as provided in par. (b), a business that
13receives a verifiable consumer request from a consumer to delete the consumer's
14personal information shall delete the personal information that the business has
15collected from the consumer from its records and direct any of the business's service
16providers to delete the consumer's personal information from their records.
SB851,16,1917 (b) A business or its service provider is not required to delete a consumer's
18personal information if it is necessary for the business or its service provider to
19maintain the consumer's personal information for any of the following purposes:
SB851,16,2420 1. To complete the transaction for which the personal information was
21collected, to provide a good or service requested by the consumer or reasonably
22anticipated to be requested by the consumer within the context of the business's
23ongoing relationship with the consumer, or to otherwise perform a contract between
24the business and the consumer.
SB851,17,2
12. To detect security incidents, to protect against malicious, deceptive,
2fraudulent, or illegal activity, or to prosecute a person responsible for that activity.
SB851,17,43 3. To debug to identify and repair errors that impair existing or intended
4functionality.
SB851,17,65 4. To exercise free speech, to ensure the right of another consumer to exercise
6free speech, or to exercise another right provided by law.
SB851,17,117 5. If the consumer provides informed consent, to engage in public or
8peer-reviewed scientific, historical, or statistical research in the public interest that
9adheres to all other applicable ethics and privacy laws, if the business's deletion of
10the personal information is likely to render impossible or seriously impair the
11achievement of that research.
SB851,17,1412 6. To enable solely internal uses that are reasonably aligned with the
13expectations of the consumer based on the consumer's relationship with the
14business.
SB851,17,1515 7. To comply with a legal obligation.
SB851,17,1816 8. To otherwise use the consumer's personal information internally in a lawful
17manner that is compatible with the context in which the consumer provided the
18information.
SB851,17,23 19(6) Discrimination prohibited. (a) 1. A business may not discriminate against
20a consumer because the consumer makes a verifiable consumer request under sub.
21(3) (a) or (c) or (5) or because under sub. (4) (c) the personal information of the
22consumer was not permitted to be sold by the business, including by doing any of the
23following:
SB851,17,2424 a. Denying goods or services to the consumer.
SB851,18,2
1b. Charging different prices or rates for goods or services, including through the
2use of discounts or other benefits or imposing penalties.
SB851,18,33 c. Providing a different level or quality of goods or services to the consumer.
SB851,18,54 d. Suggesting that the consumer will receive a different price or rate for goods
5or services or a different level or quality of goods or services.
SB851,18,96 2. This paragraph does not prohibit a business from charging a consumer a
7different price or rate, or from providing a different level or quality of goods or
8services to the consumer, if the difference is reasonably related to the value provided
9to the consumer by the consumer's data.
SB851,18,1510 (b) 1. A business may offer financial incentives, including payments to
11consumers as compensation, for the collection of a consumer's personal information,
12the sale of a consumer's personal information, or the deletion of a consumer's
13personal information. A business may also offer a different price, rate, level, or
14quality of goods or services to a consumer if that difference is directly related to the
15value provided to the consumer by the consumer's data.
SB851,18,1916 2. A business may enter a consumer into a financial incentive program
17described in subd. 1. only if the consumer or the consumer's parent or guardian
18affirmatively authorizes entry into the program after receiving a notice that clearly
19describes the material terms of the program.
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