Enacted May 24, 2024 as Chapter 121 of the 2024 Minnesota Session Laws, codified at Minnesota Statutes Chapter 325O. Effective July 31, 2025 with full enforcement (no cure period) from February 1, 2026. Applies to controllers and processors of personal data of Minnesota residents meeting the thresholds below. Grants consumers rights to access, correct, delete, and port personal data; to opt out of targeted advertising, data sales, and profiling; and — uniquely among state laws — to question the result of a profiling decision, receive the reason for that outcome, and request reevaluation if inaccurate data was used. Requires data protection assessments before processing personal data for targeted advertising, data sales, sensitive data, and profiling with heightened risk. Enforced exclusively by the Minnesota Attorney General; no private right of action.
Key Requirements
Core Consumer Rights Right to access, correct, delete, and obtain a portable copy of personal data. Right to know which third parties received data sales.
Opt-Out of Profiling and Targeted Advertising Consumers may opt out of processing for targeted advertising, sale of personal data, and profiling in furtherance of decisions that produce legal or similarly significant effects.
Profiling Challenge and Explanation Right When profiling produces legal or similarly significant effects, consumers may question the result, receive the reason for the outcome, and request reevaluation if inaccurate data was used. Covered decisions include housing, insurance, education, employment, healthcare, and financial services.
Data Protection Assessment Controllers must conduct and document data protection assessments before processing for targeted advertising, data sales, sensitive data, profiling with heightened risk, and other high-risk processing activities.
Privacy Notice Requirements Controllers must provide a privacy notice with a hyperlink labeled 'Your Privacy Rights' disclosing data categories, purposes, third-party disclosures, and opt-out mechanisms.
Attorney General Enforcement Only the Minnesota AG may enforce. A 30-day cure period applied through January 31, 2026; from February 1, 2026, no cure period — violations subject to immediate civil penalty action.