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On January 30, 2026, Wisconsin lawmakers introduced a new media law aimed at protecting online privacy for state residents. The proposed legislation, known as the Online Privacy Protection Act, seeks to provide individuals with more control over their personal information and data that is collected by online platforms and websites.Under the proposed law, online companies and platforms would be required to obtain explicit consent from users before collecting and storing their personal information. This includes data such as browsing history, search queries, and location data. Companies would also be required to provide users with the option to opt out of having their data collected and used for targeted advertising.The bill also includes provisions that would require online platforms to disclose any third parties with whom they share users' personal information. Companies found to be in violation of the law could face fines and penalties for noncompliance.Supporters of the legislation argue that it is necessary to protect individuals' privacy in an increasingly digital world where personal information is constantly being collected and used for targeted advertising and other purposes. They believe that by giving individuals more control over their data, the Online Privacy Protection Act will help to prevent the misuse of personal information and safeguard individuals' privacy rights.However, critics of the bill have raised concerns about its potential impact on businesses and the digital economy. Some argue that the legislation could stifle innovation and hinder the ability of companies to deliver personalized services and targeted advertising to users.The Online Privacy Protection Act is currently under review by the Wisconsin State Legislature and will undergo further debate and discussion before potentially being voted on and enacted into law. If passed, Wisconsin would join a growing number of states that have enacted similar laws aimed at protecting online privacy and data security.