PCMag editors select and review products independently. If you buy through affiliate links, we may earn commissions, which help support our testing.

Brain Data for Sale? California Updates Privacy Law to Protect Neural Privacy

The California Consumer Privacy Act adds neural data to its protected sensitive information, letting consumers stop tech firms from collecting, sharing, or selling their brain info.

 & Kate Irwin Reporter

Our team tests, rates, and reviews more than 1,500 products each year to help you make better buying decisions and get more from technology.

Our Expert
LOOK INSIDE PC LABS HOW WE TEST
65 EXPERTS
43 YEARS
41,500+ REVIEWS
(Credit: Tom Werner/Digital Vision via Getty Images)

California Gov. Gavin Newsom on Saturday approved an amendment to the existing California Consumer Privacy Act to add neural data as a protected type of sensitive personal information.

California defines neural data as "information that is generated by measuring the activity of a consumer's central or peripheral nervous system, and that is not inferred from nonneural information." The new regulation gives neural data the same protections as other human biometric data, like face scans, fingerprints, or DNA.

Companies like Neuralink monitor and collect brain data in order for their products to function, and other apps may collect or track a user's neural data in the future for health, fitness, productivity, or other purposes.

"Devices are being made that will read your brain waves," California State Assemblymember Rebecca Bauer-Kahan explained during an Assembly meeting on Aug. 31. "We want to make sure that's protected under California CCPA."

While official medical devices are subject to more comprehensive health data protection laws, lifestyle apps or biometric services like 23andMe are not subject to those restrictions at the federal level. The new California rules will let users ask companies to limit the neural data they collect or opt-out from that data being shared or sold.

As neuroscience research progresses, scientists can do more with brain data, turning sci-fi concepts into reality. For years, scientists have been able to use human brain data to reconstruct what a person has seen, The New York Times notes, citing a 2011 study where researchers decoded brain activity. And brain implants from firms like Neuralink are able to transform brain data, letting human patients use computers using only their minds.

About Our Expert

Kate Irwin

Kate Irwin

Reporter

I’m a reporter for PCMag covering tech news early in the morning. Prior to joining PCMag, I was a producer and reporter at Decrypt and launched its gaming vertical, GG. I have previously written for Input, Game Rant, Dot Esports, and other places, covering a range of gaming, tech, crypto, and entertainment news.

I’ve been a PC gamer since The Sims (yes, the original) in the CD-ROM days. I still think about my first-gen pink iPod mini, which, looking back, was not so mini. In 2020, I finally built my own custom Windows PC for gaming with a 3090 graphics card, but I also regularly use Mac and iOS devices. As a reporter, I’m passionate about documenting the wide world of tech and how it affects our daily lives.

My Areas of Expertise

  • Microsoft
  • Google
  • Artificial intelligence 
  • Cybersecurity
  • Video games are a big one. I specialize in shooters (Apex Legends, Fortnite, Overwatch) but I occasionally test out other genres as well, especially indie games or cozy games (The Sims series, Animal Crossing). 
  • The business and tech that powers video games
  • Cryptocurrency and blockchain technology
  • Social media platforms, including Meta’s apps, X/Twitter, Telegram, TikTok, etc.
  • Tech regulation

The Technology I Use

  • MSI gaming laptops
  • Nvidia graphics cards
  • AMD CPUs
  • MacBook Pro and Air laptops
  • An iPhone from 2019 (though I’m thinking about getting a “dumb phone” like the Light Phone)
  • Nintendo Switch
  • PlayStation 5
  • Freewrite Traveler 
  • At home: Sonos speakers (we have them all over the house), Philips Hue + Ring security products

Read full bio