The activist who spurred California to adopt the country’s first-ever consumer privacy law is readying for another battle: a new ballot initiative that would be even tougher on tech giants and other big businesses that collect people’s personal information.

The proposal, unveiled late Tuesday, is the brainchild of Alastair Mactaggart, a real estate developer whose efforts beginning two years ago resulted in the California Consumer Privacy Act, or CCPA. Building on that success, Mactaggart has set his sights on the 2020 election, hoping that local voters will enact reforms targeting the way companies harness data to make decisions or serve ads.

If the initiative passes, it would grant Web users in the Golden State new rights around their sensitive information, such their health and financial records or precise location. Consumers would have to give their permission before such data could be sold, and they would gain the ability to block companies from monetizing those sensitive insights through targeted ads.