American Data Privacy and Protection Act

The APRA is the first serious attempt at a compromise to pass national privacy legislation since the American Data Privacy and Protection Act failed to advance last year.

Notice and choice just got dragged at a House subcommittee hearing on privacy. Rep. Frank Pallone called it “coercive.”

The Competition and Transparency in Digital Advertising Act, the American Data Privacy and Protection Act and efforts to change Google’s and Apple’s mobile advertising practices would force companies to adopt new practices and technologies to understand and act on consumer identity. Mathieu Roche, co-founder and CEO at ID5, dives into each initiative and its implications.

The US data privacy landscape is chaotic. The future of the recently proposed American Data Privacy and Protection Act is now decidedly up in the air, and states are passing their own privacy laws in the absence of a federal one, which makes compliance complicated. Federal agencies like the FTC are also trying to fill the data privacy rulemaking void.

The US is long overdue for a federal privacy law, but the American Data Privacy and Protection Act might not be it. Considering the midterms are two months away, it’s unlikely we’ll see a full vote on the House floor before the election. And so we asked the experts: If the ADPPA doesn’t pass soon, what happens next?