Lawmakers Unveil Privacy Bill That Would Restrict Behavioral Advertising (

Bipartisan lawmakers on Sunday unveiled a discussion draft of a sweeping privacy bill that could restrict companies’ ability to serve targeted ads to consumers.

The proposed American Privacy Rights Act of 2024, introduced by Senate Commerce Committee Chair Maria Cantwell (D-Washington) and House Energy And Commerce Committee Chair Cathy McMorris Rodgers (R-Washington), would require companies to allow consumers to opt out of targeted advertising based on non-sensitive data that is linkable to individuals or devices.

The measure would also prohibit companies from transferring consumers’ “sensitive” data for targeted advertising without their explicit consent.
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