#Usregulation

Virginia has set a new precedent in reproductive and sexual health privacy, passing a sweeping law that is poised to transform how businesses—far beyond the healthcare sector—handle sensitive consumer data. The move reflects an escalating trend toward increased protection of reproductive health data across the United States, raising important considerations for both American and international entities, including those in Thailand with U.S. business ties.

The new law, known as SB 754, was signed by Virginia’s governor on March 24, 2025, and amends the state’s longstanding Virginia Consumer Protection Act. With an effective date of July 1, 2025, the law expands the definition of “reproductive or sexual health information” well beyond traditional medical records and introduces strict consent requirements for any company classified as a “supplier” participating in consumer transactions within Virginia. This change aligns Virginia with a small but growing group of U.S. states—such as Washington, Nevada, and Connecticut—that have enacted similarly broad consumer health privacy protections. However, experts note Virginia’s law is particularly robust and unusually wide in its business impact (quarles.com).

A new Virginia law marks a major milestone in protecting reproductive and sexual health data, with implications that reach far beyond the healthcare sector. The measure expands how businesses handle highly sensitive consumer information and adds strict consent requirements for many entities doing business in Virginia. The move mirrors a growing trend in the United States toward stronger privacy protections for health-related data and offers a clear signal to international firms, including Thai companies with U.S. operations.