Technology (Consumer Data Protection)

SB 663 allows Tennessee consumers to appoint an authorized agent (like a family member or professional) to manage their data privacy requests on their behalf, directly affecting consumers and businesses (controllers) that collect personal data. It requires businesses to honor opt-out requests from these agents if they can verify both the consumer's identity and the agent's authority. The bill mandates clear opt-out links on business websites and requires a standardized, user-friendly "opt-out preference signal" by January 2026, which must be an active choice by the consumer, not a default setting. This law takes effect July 1, 2025, applying to all Tennessee businesses handling consumer data.