How Can Consumers Protect Their Personal Data?

The Utah Consumer Privacy Act (UCPA), a law that grants consumers several important rights regarding their personal data, became effective December 31, 2023. It is important that Utah consumers understand their rights under the new law and how they can exercise them. At the same time, businesses that operate in Utah must also understand their responsibilities under this new law.

Consumer Rights

Utah consumers now have the right to confirm whether a business is processing their personal data. If they are, a consumer has the right to access that data and, if they want, request it be deleted. You can also obtain a copy of the data you previously provided to the business.

Another important right that Utah consumers have is to opt out of having their personal data used for targeted advertising or selling personal data. If a business uses personal data for these purposes, it must inform consumers and provide a way to opt out.

Business Responsibilities 

Under the UCPA, businesses that operate in Utah must provide consumers with a reasonably accessible and clear privacy notice. This notice must describe the categories of personal data, the business processes, the purposes for which the data are processed, and how consumers can exercise their rights under the new law. The notice must also specify the categories of personal data the business shares with third parties, if any, and the categories of third parties with whom the data is shared.

If a business sells personal data or uses it for targeted advertising, it must inform consumers and provide them with a way to opt out. The UCPA even applies to sensitive data, such as health or financial information.

Request Access to Your Personal Data

If you wish to exercise any of these rights mentioned in the UCPA, you can submit a request to a business specifying which right you intend to exercise. The business must respond to your request within 45 days.

Consumers can file a complaint with the Division at here or read more about the UCPA at dcp.utah.gov/ucpa

Summary

The UCPA grants consumers important rights when it comes to their personal data. It is important for consumers to understand these rights and to exercise them if necessary. At the same time, businesses operating in Utah must understand their responsibilities and ensure they comply with the law.

Related Links

• UCPA Landing Page
• UCPA Consumers Fact Sheet
• UCPA Business Fact Sheet
• UCPA Notice Letter to Businesses
• UCPA Complaint Form

For more information, contact the Utah Consumer Protection Division.