On May 9, the Governor of Maryland approved SB 541 (the “Act”) which enacted the Maryland Online Data Privacy Act of 2024, setting forth new provisions for businesses and data processors under the state’s UDAP commercial code. The Act will prevent persons or processors from providing access to consumer health data unless contractually required, or from using a geofence within a certain distance from health or mental health facilities. The Act will enable consumers to exercise certain rights with respect to their data, including confirming use, accessing data, correcting inaccuracies, requiring deletion of data (unless protected by law), and opting out of targeted advertising or sales of one’s personal data. Consumers will also be able to designate an agent to opt-out on their behalf.

The Act will prohibit controllers from selling sensitive data and from collecting, processing, or sharing sensitive consumer data unless “the collection or processing is strictly necessary to… maintain a specific product,” among others. The Act will enable controllers to limit collection to what would be “reasonabl[y] necessary” and establish data security practices. Controllers will also be forced to provide consumers with a privacy notice that will outline their use of the data and a consumer’s rights, as well as establish a secure method for a consumer to exercise such rights. The Act will not apply to financial institutions or to consumer credit data that is protected under the FCRA. The Act will go into effect on October 1, 2025.