AAF rallies local members to protect Florida businesses, opposes HB 969, the Computer Data Privacy Act.

FORT MYERS, Fla. (Mar. 10, 2021) — Later today the Florida House Regulatory Reform Subcommittee will be taking up HB 969, the Computer Data Privacy Act. While AAF supports meaningful privacy protections for Florida consumers, this legislation would not achieve those goals and would diminish consumers’ online experiences while harming Florida companies’ ability to business online.
Among other reasons, the HB 969 should be opposed because:
– It appears to be based on the California Consumer Privacy Act of 2018, which was a confusing and sometimes self-contradictory law that has already been amended numerous times,

– It would allow third parties to “opt-out of the sale or sharing of the consumer’s personal information of the consumer’s behalf” without insuring that these persons are truly authorized to act on the consumer’s behalf,

– The data retention schedule restrictions are overly burdensome and unnecessary,

– Enforcement should be vested in the Attorney General and not a private right of action which could harm businesses by unleashing a torrent of frivolous lawsuits.
The U.S. economy as well as Florida consumers and businesses have all reaped countless benefits from the Internet ecosystem. Much of this has been made possible by data-driven advertising, which is fueled by responsibly using the free flow of data. All of that would be imperiled by the passage of HB 969.
Attached is a letter of opposition AAF filed with the committee which details these and other objections more thoroughly. I urge you and the members of your ad club to contact your lawmakers and ask them to oppose this harmful legislation.

CLICK HERE for Full Letter
About the American Advertising Federation Established in 1905, the American Advertising Federation (AAF), acts as the “Unifying Voice for Advertising.” Its membership is comprised of more than 75 corporate members made up of the nation’s leading advertisers, agencies, and media companies; a national network of nearly 164 local clubs representing 30,000 advertising professionals; and more than 170+ college chapters with 4,000 student members. The AAF operates a host of programs and initiatives, including Advertising Day on the Hill, the Advertising Hall of Fame, the Advertising Hall of Achievement, the American Advertising Awards, the National Student Advertising Competition, the Mosaic Awards, the Most Promising Multicultural Students Program and AdCamp for high school students. Follow us on social media: FacebookTwitterInstagram and LinkedIn.

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