New data privacy law allows Nebraskans to opt out of having their data sold

A new law giving people more control over their personal information online took effect in Nebraska Wednesday.

The Nebraska Data Privacy Act allows consumers to access, correct or delete the data companies collect about them. It also enables people to opt out of their data being sold to other companies or third parties.

Nebraskans can download a universal opt out mechanism on a web browser, which automatically sends a signal to websites that they don’t want their data being sold. Companies can no longer ignore these opt out requests due to the new law.

The Nebraska Attorney General’s office is in charge of enforcing the law and ensuring companies comply.

Ellen Hengesbach, who works on the Don’t Sell My Data Campaign for the Public Interest Research Group, said she's happy that people can more easily exercise their rights.

“Overall, we'd say that this privacy law is a good first step, but there's still work to be done to really protect consumers and address the root of the problem," she said.

In the future, Hengesbach wants to see the legislature write a law limiting data collection upfront, placing the burden of protecting privacy on companies instead of consumers.

Nebraska is one of 19 states that has passed a comprehensive data privacy law.