Earlier this week we reported that California lawmakers were racing to pass a data privacy law to head off efforts that would put the issue on the ballot. Thursday evening, Governor Jerry Brown signed the legislation, giving Californians unprecedented control over their data.

Alastair Mactaggart, a housing developer, spent millions of dollars to put the issue before voters in November. Then, as NPR reports, he changed course and negotiated a deal with state lawmakers: Get a bill signed into law and he’d drop the initiative from the ballot.

“But the clock was ticking: Thursday was the deadline for Mactaggart to withdraw his measure from the ballot. And the agreement he reached with two Democratic lawmakers, Asm. Ed Chau and Sen. Bob Hertzberg, was public for less than a week before the Legislature rushed the bill through both houses just hours before the deadline,” reports NPR.

The new law will take effect in 2020. It will require companies to disclose to consumers what data they have about them and how it was acquired. It will also mandate that businesses give consumers the option to opt-out of the selling of that data and to have the data deleted completely. In addition, it will place heavy restrictions on the selling of data belonging to those aged 16 and under. Moreover, the legislation dictates that companies will not be allowed to discriminate against consumers who choose to exercise these new rights by refusing service or tacking on fees.

Each violation from a company will result in a $7,500 fine, and allow the affected consumer to sue the company.

Get the full story at NPR.