SACRAMENTO, Calif. -

California lawmakers are trying to strengthen consumer data protections as businesses profit from the trove of details they collect and criminals become ever more sophisticated in trying to steal it.

Bills this session seek to guard the information generated when Californians swipe credit cards at stores, drive vehicles and attend school. Yet the most notable initiatives have been gutted or defeated.

For example, Democratic Assemblymen Bob Wieckowski and Roger Dickinson introduced AB1710 in response to the Target and Neiman Marcus data breaches last holiday season.

It would have set new standards and restrictions on retailers that keep customer data and held those who do not comply liable for the costs of a breach. But those provisions were watered down after business groups warned against enshrining constantly evolving technology standards into law.