DMA Responds to Release of Draft Privacy Bill
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Further, while the bill would not require consent for data collected for “operational purposes,” it specifically excludes marketing, advertising, and sales activities from that operational definition, making it clear that lawmakers intend to focus on the marketing and advertising community.
While a statement released with the draft legislation acknowledged the importance of online advertising and stated that “this legislation will not disrupt this well established and successful business model,” the bill goes far beyond the long-recognized standard of opt-out for third-party sharing of data, instead requiring affirmative prior consent.
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