Data Privacy and Security: Protecting Your Customers and Your Brand

The landscape of data privacy in the United States has shifted dramatically, driven by growing concerns around how personal data is collected, used, and shared—both online and offline.

In the absence of a comprehensive federal privacy law, individual states have stepped in. Today, more than 20 states have enacted their own data privacy regulations, each designed to address local consumer protection priorities.

These laws give individuals greater control over their personal information, including the right to:

• Access their data
• Correct inaccuracies
• Delete personal information
• Transfer data between services

As we move into 2025, businesses must navigate this complex patchwork of regulations while ensuring compliance and maintaining consumer trust.

Why Data Privacy Matters More Than Ever

The push for stronger data privacy protections is largely driven by consumer demand.

People are increasingly concerned about how their sensitive information is handled, including:

• Offline data
• Biometric data
• Children’s data

In response, state laws now empower consumers to:

• Opt out of data sales
• Limit data collection
• Restrict how their data is used for targeted advertising

As these regulations expand, businesses must implement robust privacy frameworks and continuously evaluate their data practices.

Key Data Privacy Laws Businesses Must Understand

To stay compliant, businesses need to understand the latest regulations shaping the data privacy landscape.

California Privacy Rights Act (CPRA)

The CPRA builds on the California Consumer Privacy Act (CCPA), strengthening consumer control over personal data.

As of January 1, 2023, businesses must:

• Notify consumers when personal data is sold to third parties
• Provide clear “Do Not Sell or Share My Personal Information” options
• Allow users to limit the use of sensitive personal data
• Enable opt-out without requiring account creation
• Clearly explain privacy rights in policies
• Honor opt-out requests for at least 12 months
• Train teams handling consumer privacy requests

For identity resolution providers, compliance with CPRA is critical. This includes respecting consumer choices and ensuring responsible handling of sensitive data.

Washington & Nevada Consumer Health Data Laws

Washington’s MHMDA and Nevada’s SB 370 introduce stricter rules around consumer health data.

These laws require businesses to:

• Obtain explicit consent for collecting non-essential health data
• Provide rights for access, deletion, and withdrawal of consent
• Prohibit geofencing near healthcare facilities
• Publish a Consumer Health Privacy Policy

For businesses using data enhancement strategies, transparency is essential. Companies must clearly disclose how enhanced data is used and ensure ongoing consumer consent.

Tennessee Information Protection Act (TIPA)

The Tennessee Information Protection Act (TIPA), effective July 1, 2025, applies to businesses that:

• Generate over $25 million in annual revenue
• Handle data of at least 100,000 Tennessee residents
• Or process sensitive data of at least 25,000 residents

TIPA grants consumers rights similar to other state laws, including access, correction, and deletion of personal data.

It also introduces stricter requirements around:

• Data sales disclosures
• Protection of sensitive data
• Safeguards for children’s information

The Role of Data Responsibility in Modern Marketing

As regulations evolve, businesses must shift from reactive compliance to proactive data responsibility.

This includes:

• Regular audits of data collection practices
• Clear consent management processes
• Transparent communication with users

A strong data privacy strategy not only ensures compliance but also strengthens brand trust and long-term customer relationships.

Stirista’s Commitment to Data Privacy

Stirista is committed to adhering to all applicable data privacy regulations while respecting the rights of businesses and consumers alike.

All data collected is either publicly available or provided with consent. What sets Stirista apart is the ability to continuously update and refine data through its in-house platforms, ensuring accuracy and compliance.

By staying ahead of regulatory changes, Stirista helps businesses remain compliant while maximizing the value of their data.