The Association of National Advertisers and 4A's have launched a new initiative to urge US federal lawmakers to pass a comprehensive federal privacy law that would override state laws. The move comes as the ad industry faces an increasing number of state privacy laws, causing concern for industry leaders. The Responsible Privacy in Advertising Initiative will also update an industry self-regulatory code by early 2024, with the aim of gaining widespread compliance and arguing for the allowance of data use outlined in the updated code under a federal privacy law. The new code is expected to align with a 2019 proposal by Privacy for America, which includes a group of ad associations such as the Interactive Advertising Bureau and Network Advertising Initiative.
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