WeVote
Log In

Bill

Bill

H 390

An act relating to restrictions on digital advertising brokers

2025-2026 Regular Session Introduced by Monique Priestley

H.390 would restrict digital advertising brokers in Vermont, imposing rules on data use, transparency, licensing or registration, and consumer protections.

Read first time and referred to the Committee on Commerce and Economic Development
0
WeVote Research Nonpartisan
Bill Summary · H 390

Overview

House Bill 390 (H.390) of the 2025-2026 Vermont legislative session is titled “An act relating to restrictions on digital advertising brokers.” The measure was read for the first time and referred to the Committee on Commerce and Economic Development on February 26, 2025. The bill has a co-sponsor: Monique Priestley. The summary below outlines the bill’s purpose, key provisions, who it would affect, and notable procedural aspects.

Purpose and intent

  • The primary aim is to impose restrictions on digital advertising brokers operating in Vermont.
  • The intent appears to address consumer protection, data privacy, market competition, or transparency concerns related to how digital ads are bought, targeted, and managed by brokers.
  • By targeting “digital advertising brokers,” the bill seeks to regulate intermediaries that facilitate the buying and placement of digital advertisements.

Key provisions and changes (as introduced)

Note: The exact text of H.390 is not provided here, but the bill is described as relating to restrictions on digital advertising brokers. Typical provisions in this policy area (and what Vermont could adopt) may include, but are not limited to:
- Licensing or registration requirements for digital advertising brokers operating in Vermont.
- Standards for transparency in ad bidding, pricing, and fee structures.
- Restrictions on data usage, including permissible collection, sharing, and sale of consumer data for targeting.
- Consumer consent or opt-out mechanisms related to data used for advertising.
- Prohibitions or limitations on certain practices (e.g., opaque fees, preferential treatment of certain ad buyers, bid-rigging-like behavior, or non-compete constraints among brokers).
- Reporting obligations to a state regulator or an annual compliance filing.
- Penalties for non-compliance, including civil penalties, injunctive relief, or license revocation.
- Privacy-by-design or data security requirements for brokers handling Vermont resident data.
- Effective dates for when the restrictions would take effect and any phased implementation.

Because the bill’s specific textual provisions are not provided in the summary, the above represent the likely areas such legislation covers based on the title.

Who would be affected

  • Digital advertising brokers operating within Vermont or engaging Vermont participants.
  • Advertisers and ad-tech platforms that contract with brokers for ad placement, targeting, data processing, or analytics in Vermont.
  • Data vendors and technology providers that support broker operations (e.g., demand-side platforms, data providers) if the rules apply to their role as intermediaries.
  • Potentially Vermont residents, insofar as consumer data handling, privacy protections, or notification requirements apply to the ads served to them.

Timeline and procedural aspects

  • Initial action: Read first time and referred to the Committee on Commerce and Economic Development on February 26, 2025.
  • Next steps (typical): The committee may hold hearings, propose amendments, and draft a committee bill (REVISED) or report the bill to the full House with a recommendation.
  • If advanced, the bill would progress through chamber floor votes, potential amendments, and, if enacted, require Governor’s signature to become law.
  • Effective dates (if provided in the final text): Could include a phased implementation (e.g., one year after enactment) or a specific effective date for different provisions.

Potential impact and considerations

  • Compliance burden: Brokers may need new compliance programs, reporting systems, and potential licensing.
  • Market effects: Could alter competition among ad brokers, influence pricing transparency, and affect how ads are targeted to Vermont residents.
  • Privacy and consumer protection: Likely to strengthen protections around data use for advertising, with potential opt-out or consent requirements.
  • Enforcement: Depending on penalties and enforcement authority, there could be increased oversight and potential legal risk for non-compliance.

Notes

  • The exact statutory text and detailed requirements are not provided here. For a precise understanding, reviewing the bill’s text, any fiscal notes, and committee amendments will be essential.
  • If you want, I can update this summary with the final enacted provisions once the bill’s text and committee reports are available.

Compiled from official sources — confirm details with the bill’s official record.

Sign in to ask a question.