At ECACUSA, we closely track state level privacy laws because they increasingly shape how organizations collect, use, and protect customer data. Indiana has now joined the growing list of states enacting comprehensive consumer privacy legislation, adding new responsibilities for businesses that operate nationally or collect data from Indiana residents.
Indiana’s law reflects a broader trend toward stronger consumer rights, increased transparency, and clearer accountability for organizations handling personal data.
What Is Indiana’s New Privacy Law
Indiana’s comprehensive consumer data privacy law, often referred to as the Indiana Consumer Data Protection Act, establishes rules governing how businesses collect, process, and share personal data belonging to Indiana residents.
The law applies to businesses that conduct business in Indiana or target Indiana residents and that meet certain thresholds related to data volume or revenue derived from personal data processing.
Key consumer rights include:
- The right to access personal data
- The right to correct inaccuracies
- The right to delete personal data
- The right to obtain a copy of personal data
- The right to opt out of targeted advertising, data sales, and certain profiling activities
What Businesses Are Required to Do
Organizations subject to the law must implement operational and governance changes, including:
- Providing clear and accessible privacy notices
- Limiting data collection to what is necessary and relevant
- Implementing reasonable data security practices
- Conducting data protection assessments for high risk processing activities
- Honoring consumer requests within required timeframes
Unlike some state laws, Indiana’s statute is enforced exclusively by the state attorney general, with no private right of action.
Why This Matters for Customer Experience
Privacy is now a core component of customer trust. When customers understand how their data is used and feel in control, they are more willing to engage and share information.
Indiana’s law reinforces expectations around transparency and choice. Organizations that treat privacy requests as part of the customer journey, rather than as a compliance burden, can strengthen loyalty and reduce friction.
The Impact on AI and Data Driven Operations
As organizations expand their use of AI, analytics, and personalization, Indiana’s law highlights the importance of responsible data practices. Profiling and automated decision making are subject to opt out rights, and sensitive data requires heightened protections.
Strong data governance improves not only compliance, but also AI accuracy and reliability. Clean, well managed data creates better customer experiences and more trustworthy automation.
What ECACUSA Members Should Do Now
- Review whether your organization meets Indiana’s applicability thresholds
- Update privacy notices and consent mechanisms as needed
- Assess how personal data flows across systems and vendors
- Prepare operational processes to handle consumer data requests efficiently
- Align AI and analytics practices with privacy by design principles
The Bottom Line
Indiana’s new privacy law is another step toward a national patchwork of state level privacy requirements. While this creates complexity, it also provides an opportunity for organizations to build stronger trust with customers through transparency and responsible data use.
At ECACUSA, we encourage members to treat privacy compliance as a foundation for great customer experience. Organizations that integrate privacy into their CX and data strategies will be better positioned to adapt as regulations continue to evolve.
