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This bill prohibits private entities from using biometric data for marketing purposes, impacting how businesses can influence sales and evaluate marketing effectiveness.
The proposed legislation in New York seeks to restrict private entities from utilizing biometric data for marketing activities. This includes any efforts aimed at influencing sales or evaluating marketing effectiveness. Businesses relying on biometric identifiers will need to reassess their data practices to ensure compliance with this new regulation.
Key Provisions
Prohibits private entities from using biometric data for marketing purposes.
Defines 'private entity' and 'biometric identifier' clearly.
Excludes state and local government agencies from the definition of private entities.
Latest Legislative Action
REPORTED REFERRED TO WAYS AND MEANS
Bill Sponsors
Name
Role
Phil Steck
Primary
Karines Reyes
Cosponsor
Nader Sayegh
Cosponsor
Compliance Checklist
Cease the use of biometric data for marketing activities Who: All private entities using biometric data Deadline: 30 days after the law takes effect Penalty: Potential legal consequences for non-compliance
The bill prohibits private entities from using biometric identifiers or biometric information for any advertising, marketing, or promotional activities intended to influence business volume or evaluate marketing effectiveness. This restriction applies to all private entities, which are defined broadly to include various organizational forms but exclude government agencies. The bill does not specify penalties for non-compliance, but the prohibition itself suggests significant implications for businesses that rely on biometric data for marketing strategies. Key definitions include 'biometric identifier' and 'biometric information', which clarify what types of data are covered under this law. This bill aligns with growing trends in data privacy legislation, similar to laws in states like Illinois and Texas, which also regulate the use of biometric data.
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