Prohibits data brokers from selling the personal information of current and former military service members

This New York bill prohibits data brokers from selling or advertising the personal information of current and former military service members and their households without explicit consent. The law defines consent strictly as a clear, affirmative act by the individual, excluding pre-checked boxes or general terms of service, and places the burden of proving consent on the company handling the data. While it targets private data brokers, the legislation includes specific exemptions for government agencies, financial institutions, and organizations complying with existing federal privacy laws. The measure applies to any business operating in New York or targeting its residents, aiming to protect the privacy of military personnel from unauthorized data transactions.