Get marketing news you'll actually want to read
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.
The “Mother of States” (yes, we had to google that) is getting stricter. Last week, Virginia became the second state behind California to pass a significant consumer data privacy law.
- Residents will be able to “opt out” of having their online lives stored and sold. Companies will need to ask permission before collecting any sensitive information, like “genetic or biometric” or “precise geological data.”
- And internet surfers will be able to see who’s collecting what—with the choice of deleting any of that sweet, sweet data.
The new law goes into effect the first day of 2023, and its provisions can change between now and then.
Quilt < Comforter
VA's privacy rules are less strict than California's, which went into effect last year. Still, it'll complicate some things for marketers. The more online users opt out, the harder it is for publishers to guarantee an audience, especially as cookies are set to expire.
Looking ahead: A dozen other states are trying to pass their own privacy laws. Expect a strong push for federal privacy legislation, as a tapestry of parties—from tech companies to privacy advocates—pushes back on this state-by-state, patchwork approach.