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Financial Services Law Insights and Observations

Florida house tries again on consumer privacy legislation

Privacy/Cyber Risk & Data Security State Issues State Legislation Consumer Protection Florida

Privacy, Cyber Risk & Data Security

On March 2, the Florida house passed HB 9, which would, among other things, regulate the sale and sharing of consumers’ personal data and provide consumers the right to sue over alleged violations. This is the state’s latest attempt to pass comprehensive consumer privacy legislation. Last year, the Florida legislatures failed to reconcile differences in their bills before the session ended. Highlights of the bill (which include changes from last session’s versions) include:

  • Applicability. The bill will apply to any entity meeting the definition of a controller, processor, or third party that buys, sells, or shares consumers’ personal information and (i) has global annual gross revenues exceeding $50 million; (ii) annually buys, receives, sells, or shares personal information of at least 50,000 consumers, households, or devices; or (iii) derives 50 percent or more of its global annual revenue from the selling or sharing of personal information. The bill sets forth numerous exemptions from its requirements, including personal information shared “with a financial service provided solely to facilitate short term, transactional payment processing for the purchase of products or services”; deidentified or aggregated personal information; data governed by certain federal, state, or local regulations or used to exercise or defend legal claims; certain personal information collected through a controller’s direct interaction with a consumer that is used to advertise or market products or services that are produced or offered directly by the controller; personal information used in the context of a consumer’s role or former role with the controller; specified protected health information; financial institutions covered by the Gramm-Leach-Bliley Act; personal information disclosed during intentional interactions or disclosed as part of a merger, acquisition, bankruptcy, or other transaction in which the third party assumes control of all or part of the controller; and personal information used to fulfill the terms of a written warranty, a product recall, or public- or peer-reviewed scientific or statistical research in the public interest.
  • Consumer rights. Under the bill, consumers will be able to, among other things, access their personal data; request deletion or make corrections; and opt out of the sale or sharing of personal information to third-parties. Controllers will be required to deliver the requested information free of charge within 45-calendar days (a one-time additional 45-day extension may be granted), but are not required to provide personal information to a consumer more than twice in a 12-month period. Controllers will also be prohibited from selling or disclosing the personal information of minor consumers, except in certain circumstances. Additionally, the bill will provide controllers the ability to charge a consumer who exercises any of their rights under the bill “a different price or rate, or provide a different level or quality of goods or services to the consumer” provided the “difference is reasonably related to the value provided to the controller by the consumer’s data or is related to a consumer’s voluntary participation in a financial incentive program, including a bona fide loyalty, rewards, premium features, discounts, or club card program offered by the controller.” Financial incentives that are not unjust, unreasonable, coercive, or usurious may also be offered as long as consumers give prior consent and are allowed to revoke consent at any time. The bill further stipulates that contracts or agreements that waive or limit certain consumer rights are void and unenforceable.
  • Disclosures. The bill will require controllers that collect consumers’ personal information to disclose certain information regarding data collection and selling practices to consumers at or before the point of collection. This information “may be provided through a general privacy policy or through a notice informing the consumer that additional specific information will be provided upon a certain request.” Additionally, processors or third parties must require any subcontractor to meet the same obligations with respect to personal information. Businesses also will be prohibited from collecting or using additional categories of personal information without first notifying consumers.
  • Security. Under the bill, businesses will be required “to implement reasonable security procedures and practices” to protect consumers’ personal information.
  • Private cause of action, right to cure. The bill will provide a private right of action to allow consumers to bring a civil action under certain circumstances for injunctive or declaratory relief, and establishes a damage amount of either statutory damages of at least $100 but not more than $750 per consumer per incident, or actual damages, whichever is greater. Consumers may obtain specific relief from businesses with annual gross revenues greater than $50 million. In lawsuits involving businesses with annual gross revenues exceeding $500 million, consumers also are permitted to recover attorneys’ fees and costs. Civil actions must be filed within one year after discovery of the violation. The Department of Legal Affairs is also authorized to take action against a controller, processor, or third party for unfair or deceptive acts or practices. Fines may be tripled if a violation involves consumers 18 years of age or younger, or if a controller, processor, or third party fails to cure the violation upon written notice within 45 calendar days.

If enacted in its current form, the bill would take effect January 1, 2023. The bill must be approved by the Florida senate and any differences reconciled before being sent to the governor.