Missouri's Biometric Information Privacy Act imposes comprehensive obligations on private entities that collect, possess, or use biometric identifiers and biometric information. Before collecting any biometric data, private entities must provide written notice of the collection and its purpose, and obtain informed written consent that cannot be obtained through general user agreements. Entities must maintain publicly available retention and destruction policies, are prohibited from selling biometric data, and must protect it using at least the same standard of care applied to other confidential and sensitive information. The act creates a private right of action with liquidated damages of $1,000 per negligent violation and $5,000 per intentional or reckless violation, plus mandatory attorney's fees. Exemptions apply to HIPAA-covered entities, financial institutions subject to Gramm-Leach-Bliley, and government contractors acting in their government capacity.