You know something is tough to follow when they trot out a mnemonic device.

At a press conference last week and in a subsequent TikTok video, state Attorney General Keith Ellison explained the Minnesota Consumer Data Privacy Act, which went into effect July 31st, with the acronym “LOCKED PLUS.”

“Today’s a good day because your privacy is on lock with this law,” Ellison declared.

Those dying to know what each letter stands for are welcome to click the links above, but it is a bit strained. For L, consumers can get a list of third parties where your data was sold. As for O, you can now opt out of businesses selling your data.

In fairness to the attorney general, online data privacy is a peculiar subject.

On the one hand, the underlying question — How are businesses using my information

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