Tennessee, Montana to Enact Comprehensive Consumer Privacy Bills

The patchwork of state-level privacy laws brings new marketing attribution risks for brands

The trend of state-level privacy laws is gaining momentum in the U.S. as Montana and Tennessee became the latest to pass comprehensive legislation.

Both bills cleared their state legislatures in April and await their respective governors’ signatures before becoming law. If passed, Montana’s law would become effective on Oct. 1, 2024, followed by Tennessee on July 1, 2025.

Montana takes its privacy concerns a step further with a proposal to ban TikTok. Gov. Greg Gianforte has also requested to broaden the bill, making it applicable to all social media apps that provide certain data to foreign adversaries, according to The Wall Street Journal.

Meanwhile, the existing patchwork of state-level laws already poses massive compliance challenges to adland.




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