An Act establishing the Massachusetts consumer data privacy act

H 4746 establishes Massachusetts' first comprehensive consumer data privacy law, directly affecting businesses operating in the state that collect personal data ("controllers"). The law requires businesses to obtain clear "affirmative consent" from Massachusetts residents before collecting or selling their personal data, prohibiting manipulative "dark patterns" and ensuring consent requests are transparent, specific, and accessible. Key provisions include strict definitions for data types (like biometric data), rules for "contextual advertising" that doesn't track individuals, and requirements for businesses to honor consumer rights to access, delete, or opt out of data processing. The law applies to all businesses serving Massachusetts residents, with specific protections for children's data and health/wellness information.