Understanding the New Jersey Data Privacy Act: What You Need to Know Before August 1

Earlier this month, the Division of Consumer Affairs (DCA) released Proposed Rules that lay out how New Jersey’s Data Privacy Act (NJDPA) will be implemented. A 60-day comment period is open through August 1, 2025, giving businesses, advocates and stakeholders a chance to weigh in before the rules are finalized.

What is NJPDA?

Signed into law in January 2024, the NJDPA is intended to give residents more control over how their personal information is handled. While the law is already in effect, the Proposed Rules aim to clarify what compliance should look like in practice.

Why It Matters

Although the law is already in effect, the Proposed Rules provide guidance and compliance requirements that businesses will need to follow. These rules include numerous important provisions:

• Restricts the collection of personal data to what is reasonably required and adequate for the disclosed purpose of collection.
• Requires that consumer consent must be clear, affirmative, specific and easily withdrawn.
• Businesses cannot process sensitive data without the prior consent of the consumer.
• Businesses must conduct and update Privacy Impact Assessments (PIAs) annually for high-risk data uses (like profiling) and retain them for at least 3 years.
• Businesses must establish a designated toll-free number, email address, or internet website to address consumer requests.
• Allowances for consumers to opt out of data sales or targeted advertising.
• Non-discrimination standards for consumers based on their exercise of opt-out rights.
• Privacy policies that clearly disclose how data is used and retained.

Businesses operating in New Jersey or processing data from New Jersey residents will be directly impacted by how these rules are finalized. Now is the time to engage and help ensure the final regulations are workable and aligned with real-world operations.

Where TZG Comes In

At The Zita Group, our team worked closely with stakeholders and policymakers during the development of the NJDPA to help shape a law that strikes a balance between consumer protection and real-world functionality.

Here’s how we can help:

• Network with industry stakeholders to help amplify your priorities during the regulatory process.
• Advise in the drafting and submission of public comments before the August 1 deadline.
• Connect with key decision-makers to elevate your concerns or questions.
• Gain insight into the potential outcomes of the regulatory process so businesses can plan ahead for compliance with the NJDPA.

The deadline to comment is August 1, 2025. Need help making your voice heard? Book a Call

About The Zita Group

The Zita Group is a woman-owned government and public affairs firm, both founded and led by Patrizia “Trish” Zita. Our bipartisan, experienced team of strategic consultants is widely respected by elected, appointed and government officials of both parties across New Jersey’s political landscape. We provide our clients unique insights into the decision-making process at the highest levels. We bring to bear credible working relationships with executive branch officials, legislators, and staff. Our team’s effectiveness has been demonstrated again and again by the results we achieve for our clients.