WTF is the American Privacy Rights Act

Who knows if or when it’ll actually happen, but the proposed American Privacy Rights Act (APRA) is as close as the U.S. has ever come to a federal law that manages to straddle the line between politics and policy.

And that’s reason enough to unpack what this bundle of U.S. privacy laws might mean for the ad industry at large.

It would shake things up in advertising by forcing companies to scale down the amount of data they collect on people while also empowering them to manage, correct, and even export their own data. That control would also give them the power to say “no” to targeted ads and the transfer of their own data. Plus, they’d have the option to opt out of algorithms influencing major life decisions for them, like where they live or who they’re able to work for. And of course, there’s a big focus on beefing up security measures to keep everyone’s info safe and sound. Oh and don’t forget about dark patterns; companies would be barred from using these sneaky tactics to sway users away from exercising their newfound rights on privacy settings.

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