Utah was the fourth state in the nation to pass a comprehensive consumer privacy law, and the Utah Consumer Privacy Act (UCPA) gives residents the right to opt out of data sales and targeted advertising. While the UCPA is more business-friendly than some other state laws, it still provides meaningful tools for protecting your personal information from data brokers.
What the Utah Consumer Privacy Act Covers
The UCPA, effective since December 31, 2023, applies to businesses that conduct operations in Utah, have annual revenue of at least $25 million, and either control or process the personal data of 100,000 or more Utah consumers, or derive over 50% of their gross revenue from the sale of personal data while processing data of 25,000 or more consumers.
Under the UCPA, you have the right to:
- Access: Confirm whether a business is processing your personal data and obtain a copy
- Delete: Request deletion of personal data you've provided to the business
- Portability: Obtain a copy of your data in a portable format
- Opt out: Stop the sale of your personal data and targeted advertising
- Correct (new for 2026): Request correction of inaccurate personal data, effective July 1, 2026
Important Limitation
Utah's deletion right only covers data you have directly provided to a business. This means a data broker that obtained your information from public records or third-party sources may not be required to delete it under the UCPA alone. However, many brokers will still honor removal requests as a best practice — and federal consumer protection laws may provide additional leverage.
Step 1: Discover What Data Brokers Know About You
Start by searching for yourself on major data broker websites. Utah residents commonly appear on:
- People-search sites: Spokeo, BeenVerified, WhitePages, TruePeopleSearch, Intelius, Radaris
- Background check sites: Instant Checkmate, TruthFinder, CheckPeople, GoodHire
- Marketing data companies: Acxiom, Epsilon, Oracle Data Cloud, LexisNexis
- Property and financial data: CoreLogic, PropertyShark, Zillow (public records)
Search using your full name, any previous names, your current and past addresses, and your phone number. You may be surprised by how much information is publicly available.
Step 2: Submit Opt-Out Requests
For each data broker that has your information:
- Locate the opt-out page: Look for links labeled "Privacy," "Do Not Sell My Info," or "Opt Out" in the site's footer
- Complete the form: Provide the required identification information. Most brokers need your name, email, and sometimes a link to your listing
- Verify via email: Check your inbox for a confirmation email and click the verification link
- Document everything: Save screenshots and confirmation emails as proof of your request
Under the UCPA, businesses must respond to your request within 45 days. If they need additional time, they can extend by 45 more days but must notify you.
If a Broker Denies Your Request
If a data broker denies your opt-out request, you can:
- Appeal the decision directly with the business — they must provide an appeal mechanism
- If the appeal is denied, file a complaint with the Utah Attorney General's office at commerce.utah.gov/dcp/ucpa
The Utah Attorney General has exclusive enforcement authority for the UCPA, with civil penalties of up to $7,500 per violation.
Step 3: Enable Opt-Out Preference Signals
While Utah does not currently mandate that businesses honor universal opt-out signals like Global Privacy Control (GPC), enabling GPC in your browser is still worthwhile. Many national companies honor these signals to comply with laws in other states like Connecticut, Oregon, and Colorado — meaning you may get additional protection even as a Utah resident.
New Right Coming July 2026
Starting July 1, 2026, Utah residents will gain the right to request correction of inaccurate personal data. This is especially useful for data broker listings that contain outdated addresses, wrong phone numbers, or other errors that could affect your reputation or credit.
Step 4: Address Utah-Specific Data Sources
Data brokers pull information from state-specific public records. Here are key sources to address in Utah:
- Utah Courts (Xchange): Court records are searchable through the Utah Courts Xchange system. Sensitive cases may be eligible for sealing — consult with an attorney if needed
- Property records: County recorder offices maintain property ownership records that are freely available. These are a primary source for data brokers listing your address
- Voter registration: Utah voter records are available to political parties and campaigns. Contact the Lieutenant Governor's office to understand your options for restricting access
- Business registrations: If you own a business, your registered agent information is public through the Utah Division of Corporations
Step 5: Automate With PrivacyOn
Manually opting out of data brokers is tedious, and the results are temporary — brokers frequently re-list your information within weeks or months. PrivacyOn provides automated, ongoing protection for Utah residents:
- Automated removal requests to 100+ data broker sites
- Continuous monitoring to catch and remove re-listings
- Dark web monitoring alerts if your data surfaces in a breach
- Family plans covering up to 5 members
- Affordable plans starting at $8.33 per month
Instead of spending hours each month checking and re-submitting opt-out requests, PrivacyOn handles it all in the background while keeping you informed with regular status reports.
The Bottom Line
Utah's privacy law has some limitations compared to states like California or Oregon, but it still gives you meaningful control over your personal data. The key is to be proactive — search for yourself regularly, submit opt-out requests, and consider using an automated service like PrivacyOn to keep your information off data broker sites for good. With the new correction right coming in July 2026, Utah residents will have even more tools to fight back against inaccurate and unwanted data exposure.