A new law takes effect in China today, aimed at safeguarding personal data. The Personal Information Protection Law, which was passed in August, forbids the excessive collection and use of personal data, such as biometrics which include fingerprint and facial analysis. The legislation also places some restrictions on the use of big data in the retail sector to avoid price discrimination against consumers. The law is expected to complete systems for individuals to complain and report cases, and help raise awareness on their rights to secure personal information.