On February 14, 2024, Nebraska enacted a genetic privacy law (LB 308) regulating direct-to-consumer (“DTC”) genetic testing companies. The law is one of a flurry of bills regarding DTC genetic testing that have been introduced in several states since the beginning of 2024, following the enactment of several DTC genetic testing laws in 2023, such as in Virginia.

Nebraska’s DTC Genetic Privacy Law

LB 308 applies to companies that meet the definition of a DTC genetic testing company, which is defined as “an entity that (a) offers consumer genetic testing products or services directly to a consumer, or (b) collects, uses, or analyzes genetic data that resulted from a direct-to-consumer genetic testing product or service and was provided to the company by a consumer.”

Such companies will be required to comply with various obligations similar to those in other DTC genetic privacy laws, including (a) providing a written public privacy about the company’s collection, use, and disclosure of genetic data; (b) obtaining consent for collection, use, and disclosure of genetic data, including for initial testing, transferring genetic data, and non-exempt research; (c) obtaining consent to retain the consumer’s biological sample; and (d) providing certain data subject rights (e.g., access, deletion) to consumers, among other requirements.

The law exempts certain types of data and activities from its purview. The definition of “genetic data” in LB 308 exempts de-identified data that meets a statutory standard. Protected health information (“PHI”) collected by a covered entity or business associate subject to Health Insurance Portability and Accountability Act of 1996, as amended, and its implementing regulations (collectively, “HIPAA”) is also exempt. Additionally, under LB 308 the definition of a DTC genetic testing company does not include an entity “solely engaged in collecting, using, or analyzing genetic data or biological samples in the context of research, as defined in [HIPAA], conducted in accordance with” the federal Common Rule, International Conference on Harmonization Good Clinical Practice (“ICH GCP”) Guideline, or 21 C.F.R. parts 50 and 56.

A violation of LB 308 is subject to a civil penalty of $2,500 per violation “in addition to actual damages incurred by the consumer” and costs and fees incurred by the Attorney General. LB 308 is expected to go into effect July 18, 2024.

DTC Genetic Privacy Bills Introduced in Other States This Session

DTC genetic testing bills have been introduced in several other states this session, including SB 284 in Indiana, HB 5110 in West Virginia, and HB 21 in Alabama. While these laws are similar to LB 308, they are not identical. Like LB 308, each of these bills does not apply to de-identified genetic data and contains exemptions for certain research activities, HIPAA regulated entities, and/or PHI held by a HIPAA-regulated entity. Also like LB 308, these bills would require genetic testing companies to (a) provide access to its privacy policy; (b) obtain consent for certain uses of consumers’ genetic data; and (c) obtain consent for retention of any biological sample, among other requirements.

Photo of Libbie Canter Libbie Canter

Libbie Canter represents a wide variety of multinational companies on managing privacy, cyber security, and artificial intelligence risks, including helping clients with their most complex privacy challenges and the development of governance frameworks and processes to comply with U.S. and global privacy laws.

Libbie Canter represents a wide variety of multinational companies on managing privacy, cyber security, and artificial intelligence risks, including helping clients with their most complex privacy challenges and the development of governance frameworks and processes to comply with U.S. and global privacy laws. She routinely supports clients on their efforts to launch new products and services involving emerging technologies, and she has assisted dozens of clients with their efforts to prepare for and comply with federal and state laws, including the California Consumer Privacy Act, the Colorado AI Act, and other state laws. As part of her practice, she also regularly represents clients in strategic transactions involving personal data, cybersecurity, and artificial intelligence risk and represents clients in enforcement and litigation postures.

Libbie represents clients across industries, but she also has deep expertise in advising clients in highly-regulated sectors, including financial services and digital health companies. She counsels these companies — and their technology and advertising partners — on how to address legacy regulatory issues and the cutting edge issues that have emerged with industry innovations and data collaborations.

Chambers USA 2026 ranks Libbie in Band 2 Nationwide for both Privacy & Data Security: Privacy and Privacy & Data Security: Healthcare.Chambers USA notes, Libbie is “incredibly sharp and really thorough. She can do the nitty-gritty, in-the-weeds legal work incredibly well but she also can think of a bigger-picture business context and help to think through practical solutions.”

Photo of Elizabeth Brim Elizabeth Brim

Elizabeth Brim provides strategic advice to clients across the health care, life sciences, digital health, and technology sectors, helping them navigate complex privacy, regulatory, and compliance issues involving health and other personal information.

Elizabeth advises clients on compliance with evolving privacy, data governance…

Elizabeth Brim provides strategic advice to clients across the health care, life sciences, digital health, and technology sectors, helping them navigate complex privacy, regulatory, and compliance issues involving health and other personal information.

Elizabeth advises clients on compliance with evolving privacy, data governance, and regulatory frameworks governing the collection, use, disclosure, and protection of health, genetic, consumer health, and other sensitive data. Her work includes counseling on HIPAA, state privacy laws, information blocking requirements, TEFCA, and other federal and state laws affecting health information, digital health technologies, and privacy compliance more broadly.

Elizabeth’s experience spans a broad range of privacy, data governance, cybersecurity, and regulatory issues arising in connection with innovative products and services, artificial intelligence and other emerging technologies, clinical trials and research initiatives, strategic transactions, and commercial arrangements. She regularly advises clients on complex issues involving data governance, privacy compliance, and the protection and exchange of health and other sensitive information.

Elizabeth also advises clients on related health care regulatory and compliance matters, including fraud and abuse, corporate practice of medicine, and other requirements affecting innovative care delivery models.

Elizabeth maintains an active pro bono practice, which includes assisting nonprofit entities with data privacy compliance and vendor contracting.

Elizabeth is an author of the American Health Law Association treatise, Pricing, Market Access, and Reimbursement Principles: Drugs, Biologicals and Medical Devices and the U.S. chapter of the Global Legal Insights treatise, Pricing & Reimbursement Laws and Regulations.

Photo of Aubrey Stoddard Aubrey Stoddard

Aubrey Stoddard is an associate in the firm’s Washington, DC office, where she is a member of the Health Care Practice Group. Aubrey advises pharmaceutical, biotechnology, and medical device clients on a broad range of policy and regulatory issues.

Aubrey also maintains an…

Aubrey Stoddard is an associate in the firm’s Washington, DC office, where she is a member of the Health Care Practice Group. Aubrey advises pharmaceutical, biotechnology, and medical device clients on a broad range of policy and regulatory issues.

Aubrey also maintains an active pro bono practice centered on reproductive health.