Virginia is now the second U.S. state to pass a comprehensive data privacy law. The Virginia Consumer Data Protection Act (VCDPA) provides consumers the right to know what data is being collected, to opt-out of collection and to refuse use of their information for targeting, profiling, or for sale. However, it does not give consumers private right of action, a choice that eased passage and may make it a model for other legislation.

Of 1,000 people in the US and UK, 82% reported they maintain moderate data privacy.  But in practice 83% are somewhat comfortable sharing biometric data and 64% say they would consider trading data for more personalization and convenience.