In addition, the proposed legislation would not only require companies to notify consumers of collection and use of personal data, but it would require companies to keep that data safe from hackers.
Data that would be protected includes a variety of personal information such as a person’s email address (if it contains a person’s name), name, and physical address. The bill states that companies can use a person’s collected information to market to them, but only if the person opts-in to have their data collected.
Noting that consumers want to shop and browse in an environment where marketers are respectful of their personal information, McCain stated, “Our legislation sets forth a framework for companies to create such an environment and allows businesses to continue to market and advertise to all consumers, including potential customers. However, the bill does not allow for the collection and sharing of private data by businesses that have no relationship to the consumer for purposes other than advertising and marketing.”
As with the proposed ‘Do Not Track’ legislation, the FTC would enforce the guidelines in the bill. State Attorneys General would also play a part in enforcing the guidelines.
You can read the full bill here What are your thoughts on the newest player to enter the privacy law arena?