SB642,12,1312 5. The categories of 3rd parties, if any, with whom the controller shares
13personal data.
SB642,12,1714 (d) If a controller sells personal data to 3rd parties or processes personal data
15for targeted advertising, the controller shall clearly and conspicuously disclose such
16processing, as well as the manner in which a consumer may exercise the right to opt
17out of such processing.
SB642,12,2518 (e) A controller shall establish, and shall describe in a privacy notice, one or
19more secure and reliable means for consumers to submit a request to exercise their
20consumer rights under this section. Such means shall take into account the ways in
21which consumers normally interact with the controller, the need for secure and
22reliable communication of such requests, and the ability of the controller to
23authenticate the identity of the consumer making the request. Controllers may not
24require a consumer to create a new account in order to exercise consumer rights
25under sub. (2) but may require a consumer to use an existing account.
SB642,13,4
1(4) Responsibility according to role; controller and processor. (a) A
2processor shall adhere to the instructions of a controller and shall assist the
3controller in meeting its obligations under this section. Such assistance shall include
4the following:
SB642,13,85 1. Taking into account the nature of processing and the information available
6to the processor, by appropriate technical and organizational measures, insofar as
7this is reasonably practicable, to fulfill the controller's obligation to respond to
8consumer rights requests under sub. (2).
SB642,13,129 2. Taking into account the nature of processing and the information available
10to the processor, by assisting the controller in meeting the controller's obligations in
11relation to the security of processing the personal data and in relation to giving notice
12of unauthorized acquisition of personal information under s. 134.98.
SB642,13,1413 3. Providing necessary information to enable the controller to conduct and
14document data protection assessments under sub. (5).
SB642,13,2115 (b) A contract between a controller and a processor shall govern the processor's
16data processing procedures with respect to processing performed on behalf of the
17controller. The contract shall be binding and clearly set forth instructions for
18processing data, the nature and purpose of processing, the type of data subject to
19processing, the duration of processing, and the rights and obligations of both parties.
20The contract shall also include requirements that the processor shall do all of the
21following:
SB642,13,2322 1. Ensure that each person processing personal data is subject to a duty of
23confidentiality with respect to the data.
SB642,14,3
12. At the controller's direction, delete or return all personal data to the
2controller as requested at the end of the provision of services, unless retention of the
3personal data is required by law.
SB642,14,64 3. Upon the reasonable request of the controller, make available to the
5controller all information in its possession necessary to demonstrate the processor's
6compliance with the obligations in this section.
SB642,14,77 4. At least one of the following:
SB642,14,98 a. Allow, and cooperate with, reasonable assessments by the controller or the
9controller's designated assessor.
SB642,14,1410 b. Arrange for a qualified and independent assessor to conduct an assessment
11of the processor's policies and technical and organizational measures in support of
12the obligations under this section using an appropriate and accepted control
13standard or framework and assessment procedure for such assessments. The
14processor shall provide a report of such assessment to the controller upon request.
SB642,14,1715 5. Engage any subcontractor pursuant to a written contract in accordance with
16par. (c) that requires the subcontractor to meet the obligations of the processor with
17respect to the personal data.
SB642,14,2018 (c) Nothing in this section shall be construed to relieve a controller or a
19processor from the liabilities imposed on it by virtue of its role in the processing
20relationship as defined by this section.
SB642,14,2521 (d) Determining whether a person is acting as a controller or processor with
22respect to a specific processing of data is a fact-based determination that depends
23upon the context in which personal data is to be processed. A processor that
24continues to adhere to a controller's instructions with respect to a specific processing
25of personal data remains a processor.
SB642,15,3
1(5) Data protection assessments. (a) A controller shall conduct and document
2a data protection assessment of each of the following processing activities involving
3personal data:
SB642,15,44 1. The processing of personal data for purposes of targeted advertising.
SB642,15,55 2. The sale of personal data.
SB642,15,76 3. The processing of personal data for purposes of profiling, where such
7profiling presents a reasonably foreseeable risk of any of the following:
SB642,15,98 a. Unfair or deceptive treatment of, or unlawful disparate impact on,
9consumers.
SB642,15,1010 b. Financial, physical, or reputational injury to consumers.
SB642,15,1311 c. Physical or other intrusion upon the solitude or seclusion, or the private
12affairs or concerns, of consumers, where such intrusion would be offensive to a
13reasonable person.
SB642,15,1414 d. Other substantial injury to consumers.
SB642,15,1515 4. The processing of sensitive data.
SB642,15,1716 5. Any processing activities involving personal data that present a heightened
17risk of harm to consumers.
SB642,16,218 (b) Data protection assessments conducted under par. (a) shall identify and
19weigh the benefits that may flow, directly and indirectly, from the processing to the
20controller, the consumer, other stakeholders, and the public against the potential
21risks to the rights of the consumer associated with such processing, as mitigated by
22safeguards that can be employed by the controller to reduce such risks. The use of
23deidentified data and the reasonable expectations of consumers, as well as the
24context of the processing and the relationship between the controller and the

1consumer whose personal data will be processed, shall be factored into this
2assessment by the controller.
SB642,16,133 (c) The attorney general may request, pursuant to a civil investigative demand
4issued under sub. (10) (a), that a controller disclose any data protection assessment
5that is relevant to an investigation conducted by the attorney general, and the
6controller shall make the data protection assessment available to the attorney
7general. The attorney general may evaluate the data protection assessment for
8compliance with the responsibilities set forth in sub. (3). Data protection
9assessments shall be confidential and not subject to the right of inspection and
10copying under s. 19.35 (1). The disclosure of a data protection assessment pursuant
11to a request from the attorney general shall not constitute a waiver of attorney-client
12privilege or work product protection with respect to the assessment and any
13information contained in the assessment.
SB642,16,1514 (d) A single data protection assessment may address a comparable set of
15processing operations that include similar activities.
SB642,16,1816 (e) Data protection assessments conducted by a controller for the purpose of
17compliance with other laws or regulations may comply under this section if the
18assessments have a reasonably comparable scope and effect.
SB642,16,2019 (f) Data protection assessment requirements shall apply to processing
20activities created or generated after January 1, 2024, and are not retroactive.
SB642,16,22 21(6) Processing deidentified data; exemptions. (a) A controller in possession
22of deidentified data shall do all of the following:
SB642,16,2423 1. Take reasonable measures to ensure that the data cannot be associated with
24an individual.
SB642,17,2
12. Publicly commit to maintaining and using deidentified data without
2attempting to reidentify the data.
SB642,17,43 3. Contractually obligate any recipients of the deidentified data to comply with
4all provisions of this section.
SB642,17,65 (b) Nothing in this section shall be construed to require a controller or processor
6to do any of the following:
SB642,17,77 1. Reidentify deidentified data or pseudonymous data.
SB642,17,88 2. Maintain data in identifiable form.
SB642,17,109 3. Collect, obtain, retain, or access any data or technology, in order to be capable
10of associating an authenticated consumer request with personal data.
SB642,17,1311 (c) Nothing in this section shall be construed to require a controller or processor
12to comply with an authenticated consumer rights request under sub. (2) if all of the
13following are true:
SB642,17,1614 1. The controller is not reasonably capable of associating the request with the
15personal data or it would be unreasonably burdensome for the controller to associate
16the request with the personal data.
SB642,17,1917 2. The controller does not use the personal data to recognize or respond to the
18specific consumer who is the subject of the personal data, or associate the personal
19data with other personal data about the same specific consumer.
SB642,17,2220 3. The controller does not sell the personal data to any 3rd party or otherwise
21voluntarily disclose the personal data to any 3rd party other than a processor, except
22as otherwise permitted in this subsection.
SB642,18,223 (d) The consumer rights contained in subs. (2) (a) 1. to 4. and (3) shall not apply
24to pseudonymous data in cases where the controller is able to demonstrate any
25information necessary to identify the consumer is kept separately and is subject to

1effective technical and organizational controls that prevent the controller from
2accessing such information.
SB642,18,73 (e) A controller that discloses pseudonymous data or deidentified data shall
4exercise reasonable oversight to monitor compliance with any contractual
5commitments to which the pseudonymous data or deidentified data is subject and
6shall take appropriate steps to address any breaches of those contractual
7commitments.
SB642,18,9 8(7) Limitations. (a) Nothing in this section shall be construed to restrict a
9controller's or processor's ability to do any of the following:
SB642,18,1010 1. Comply with federal, state, or local laws, rules, or regulations.
SB642,18,1211 2. Comply with a civil, criminal, or regulatory inquiry, investigation, subpoena,
12or summons by federal, state, local, or other governmental authorities.
SB642,18,1513 3. Cooperate with law enforcement agencies concerning conduct or activity that
14the controller or processor reasonably and in good faith believes may violate federal,
15state, or local laws, rules, or regulations.
SB642,18,1616 4. Investigate, establish, exercise, prepare for, or defend legal claims.
SB642,18,2017 5. Provide a product or service specifically requested by a consumer or the
18parent or guardian of a child, perform a contract to which the consumer is a party,
19including fulfilling the terms of a written warranty, or take steps at the request of
20the consumer prior to entering into a contract.
SB642,18,2321 6. Take immediate steps to protect an interest that is essential for the life or
22physical safety of the consumer or of another individual, and where the processing
23cannot be manifestly based on another legal basis.
SB642,19,224 7. Prevent, detect, protect against, or respond to security incidents, identity
25theft, fraud, harassment, malicious or deceptive activities, or any illegal activity;

1preserve the integrity or security of systems; or investigate, report, or prosecute
2those responsible for any such action.
SB642,19,63 8. Engage in public or peer-reviewed scientific or statistical research in the
4public interest that adheres to all other applicable ethics and privacy laws and is
5approved, monitored, and governed by an institutional review board, or similar
6independent oversight entities that determine all of the following:
SB642,19,87 a. If the deletion of the information is likely to provide substantial benefits that
8do not exclusively accrue to the controller.
SB642,19,99 b. The expected benefits of the research outweigh the privacy risks.
SB642,19,1110 c. If the controller has implemented reasonable safeguards to mitigate privacy
11risks associated with research, including any risks associated with reidentification.
SB642,19,1312 9. Assist another controller, processor, or 3rd party with any of the obligations
13under this section.
SB642,19,1614 (b) The obligations imposed on controllers or processors under this section shall
15not restrict a controller's or processor's ability to collect, use, or retain data to do any
16of the following:
SB642,19,1817 1. Conduct internal research to develop, improve, or repair products, services,
18or technology.
SB642,19,1919 2. Effectuate a product recall.
SB642,19,2120 3. Identify and repair technical errors that impair existing or intended
21functionality.
SB642,20,222 4. Perform internal operations that are reasonably aligned with the
23expectations of the consumer or reasonably anticipated on the basis of the
24consumer's existing relationship with the controller or are otherwise compatible
25with processing data in furtherance of the provision of a product or service

1specifically requested by a consumer or the performance of a contract to which the
2consumer is a party.
SB642,20,83 (c) The obligations imposed on controllers or processors under this section shall
4not apply where compliance by the controller or processor with this section would
5violate an evidentiary privilege under ch. 905. Nothing in this section shall be
6construed to prevent a controller or processor from providing personal data
7concerning a consumer to a person covered by an evidentiary privilege under ch. 905
8as part of a privileged communication.
SB642,20,189 (d) A controller or processor that discloses personal data to a 3rd-party
10controller or processor, in compliance with the requirements of this section, is not in
11violation of this section if the 3rd-party controller or processor that receives and
12processes such personal data is in violation of this section, provided that, at the time
13of disclosing the personal data, the disclosing controller or processor did not have
14actual knowledge that the recipient intended to commit a violation. A 3rd-party
15controller or processor receiving personal data from a controller or processor in
16compliance with the requirements of this section is likewise not in violation of this
17section for the transgressions of the controller or processor from which it receives
18such personal data.
SB642,20,2319 (e) Nothing in this section shall be construed as an obligation imposed on
20controllers and processors that adversely affects the rights or freedoms of any
21persons, such as exercising the right of free speech pursuant to the First Amendment
22to the U.S. Constitution, or applies to the processing of personal data by a person in
23the course of a purely personal or household activity.
SB642,21,324 (f) Personal data processed by a controller pursuant to this subsection may not
25be processed for any purpose other than those expressly listed in this subsection

1unless otherwise allowed by this section. Personal data processed by a controller
2pursuant to this subsection may be processed to the extent that such processing is
3both of the following:
SB642,21,54 1. Reasonably necessary and proportionate to the purposes listed in this
5subsection.
SB642,21,136 2. Adequate, relevant, and limited to what is necessary in relation to the
7specific purposes listed in this subsection. Personal data collected, used, or retained
8pursuant to par. (b) shall, where applicable, take into account the nature and purpose
9or purposes of such collection, use, or retention. Such data shall be subject to
10reasonable administrative, technical, and physical measures to protect the
11confidentiality, integrity, and accessibility of the personal data and to reduce
12reasonably foreseeable risks of harm to consumers relating to such collection, use,
13or retention of personal data.
SB642,21,1614 (g) If a controller processes personal data pursuant to an exemption in this
15section, the controller bears the burden of demonstrating that such processing
16qualifies for the exemption and complies with the requirements in par. (f).
SB642,21,1817 (h) Processing personal data for the purposes expressly identified in par. (a)
18shall not solely make an entity a controller with respect to such processing.
SB642,21,21 19(8) Scope; exemptions. (a) This section applies to persons that conduct
20business in this state or produce products or services that are targeted to residents
21of this state and who satisfy either of the following:
SB642,21,2322 1. During a calendar year, the person controls or processes personal data of at
23least 100,000 consumers.
SB642,21,2524 2. The person controls or processes personal data of at least 25,000 consumers
25and derives over 50 percent of gross revenue from the sale of personal data.
SB642,22,1
1(b) This section shall not apply to any of the following:
SB642,22,42 1. An association, authority, board, department, commission, independent
3agency, institution, office, society, or other body in state or local government created
4or authorized to be created by the constitution or any law.
SB642,22,65 2. Financial institutions, affiliates of financial institutions, or data subject to
6Title V of the federal Gramm-Leach-Bliley Act, 15 USC 6801 et seq.
SB642,22,77 3. A covered entity or business associate governed by HIPAA or HITECH.
SB642,22,88 4. A nonprofit organization.
SB642,22,99 5. An institution of higher education.
SB642,22,1010 6. The entity under contract under s. 153.05 (2m) (a) and its contractors.
SB642,22,1211 7. The data organization under contract under s. 153.05 (2r) and its
12contractors.
SB642,22,1313 (c) The following information and data are exempt from this section:
SB642,22,1814 1. Any health care information or record that is governed by HIPAA, HITECH,
15Cures Act, or any other federal law governing the use, disclosure, access or creation
16of health care information or records, including any derived, identifiable,
17de-identifiable, confidential or non-confidential health care information or records
18as defined by such federal laws.
SB642,22,2319 2. Any health care information or record that is governed by s. 51.30, 146.816,
20146.82, 146.83, or 146.84, chapter 153, or other Wisconsin law governing the use,
21disclosure, access or creation of health care information or records, including any
22derived, identifiable, de-identifiable, confidential or non-confidential health care
23information or records as defined by such Wisconsin laws.
SB642,22,2424 3. Any of the following:
SB642,23,2
1a. Identifiable private information for purposes of the federal policy for the
2protection of human subjects under 45 CFR Part 46.
SB642,23,63 b. Identifiable private information that is otherwise information collected as
4part of human subjects research pursuant to the good clinical practice guidelines
5issued by the International Council for Harmonisation of Technical Requirements
6for Pharmaceuticals for Human Use or under 21 CFR Parts 50 and 56.
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