Ad Industry Unveils Wish List For Privacy Legislation

Just days after lawmakers on the Senate Commerce Committee proposed privacy legislation, the ad industry’s Privacy for America coalition has unveiled its wish list of items it would like to see included in a national law.

“This new approach clearly defines and would make illegal data practices that would harm consumers or otherwise make personal data vulnerable to breach or misuse, while preserving the benefits that come from the responsible use of data and ensuring the economy can grow and innovate,” the coalition stated Tuesday.

Until last year, the ad industry largely argued in favor of self-regulation. But after California passed a sweeping privacy bill, the industry reversed course and began urging federal lawmakers to enact a national law that would override state measures.

Privacy for America’s 41-page proposed framework largely mirrors the current self-regulatory code — but with a few tweaks. That code has long called for companies to allow consumers to opt out of the use of “non-sensitive” data for advertising, and to obtain opt-in consent before collecting or using “sensitive” data.