Virginia has enacted legislation prohibiting the sale of geolocation data without explicit consumer consent. The law marks another state-level privacy measure targeting the commercial tracking industry.
Virginia's ban restricts companies from selling precise location information derived from mobile devices, apps, and digital services. Consumers must provide affirmative consent before their geolocation data can be transferred or sold to third parties.
The legislation adds to Virginia's existing privacy framework, which already includes the Virginia Consumer Data Protection Act (VCDPA). Privacy advocates view the measure as necessary protection against widespread location tracking by data brokers and advertisers.
Companies handling geolocation data will need to update consent mechanisms and data handling practices to comply. The law applies to businesses collecting location information from Virginia residents, regardless of company location.
Other states including California and Colorado have implemented similar restrictions on geolocation data sales. The patchwork of state-level privacy laws continues to push federal privacy legislation discussions in Congress.
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