Senators introduce a new bill to protect consumer data privacy
Bipartisan bill would force Facebook and Google to follow Apple’s lead on tracking transparency
With Apple now allowing users to opt out of third-party app and website tracking, a bipartisan group of US senators is seeking to force other tech giants, like Facebook and Google, to do the same thing.
The Social Media Privacy Protection and Consumer Rights Act would allow users to opt out of data tracking and force tech companies to be more transparent about how they use consumers’ data.
Senators backing the bill include Amy Klobuchar (D-MN), Richard Burr (R-NC), John Kennedy (R-LA) and Joe Manchin (D-WV). Klobuchar originally introduced the bill in 2019 in the wake of Facebook’s Cambridge Analytica scandal, but the bill didn’t move forward due to lack of bipartisan support. It now has that support.
In addition to allowing users to opt out of data tracking, the bill would also force online platforms to post their terms of service agreements in plain language and notify users within 72 hours of any data breach.
The Senate bill essentially calls for a national version of data privacy laws already in effect in some states. The most high-profile of these laws is the California Consumer Privacy Act (CCPA).
Some tech companies, such as Microsoft, have already pledged to honor the CCPA’s rules nationwide. But Klobuchar and other senators want to put a national privacy data law in place that’s similar to Europe’s General Data Protection Regulation (GDPR).
The Senate bill would essentially force other US tech giants to follow Apple’s lead on data tracking transparency.
Sign up today and you will receive a free copy of our Future Focus 2025 report - the leading guidance on AI, cybersecurity and other IT challenges as per 700+ senior executives
Last month, Apple released its App Tracking Transparency (ATT) tool. It was introduced with iOS 14.5 to explicitly tell users what data will be collected and which apps would track them as part of IDFA. Apps also have to ask for users’ permission upfront, in the form of an opt-in, before being able to track them.
Since then, only a fraction of iOS users have agreed to be tracked by third-party applications such as Facebook. Just 13% of users worldwide have granted permission for tracking by any apps, according to data compiled by Flurry, and 5% of users set themselves to “restricted,” meaning apps won’t even be able to ask them to opt in.
Facebook led a chorus of voices railing against the rollout of ATT, fearing the expected drop-off in users being tracked would hurt it and its partners’ revenues.
The social media network publicly campaigned against ATT, forcing Apple to delay the move several times to allow developers and companies to prepare for the changes.
After the first Senate data privacy bill fell short in 2019, it remains to be seen how far it will get this time.
-
The modern workplace: Standardizing collaboration for the enterprise IT leaderHow Barco ClickShare Hub is redefining the meeting room
-
Interim CISA chief uploaded sensitive documents to a public version of ChatGPTNews The incident at CISA raises yet more concerns about the rise of ‘shadow AI’ and data protection risks
-
AI is “forcing a fundamental shift” in data privacy and governanceNews Organizations are working to define and establish the governance structures they need to manage AI responsibly at scale – and budgets are going up
-
26% of privacy professionals expect a “material privacy breach” in 2026 as budget cuts and staff shortages stretch teams to the limitNews Overworked, underfunded privacy teams are being left hung out to dry by executives
-
Salt Typhoon attack on US congressional email system ‘exposes how vulnerable core communications systems remain to nation-state actors’News The Salt Typhoon campaign marks the latest in a string of attacks on US government communications networks
-
EU lawmakers want to limit the use of ‘algorithmic management’ systems at workNews All workplace decisions should have human oversight and be transparent, fair, and safe, MEPs insist
-
‘All US forces must now assume their networks are compromised’ after Salt Typhoon breachNews The announcement marks the second major Salt Typhoon incident in the space of two years
-
Data (Use and Access) Act comes into forcenews Organizations will be required to have an effective data protection complaints procedure and fulfil new requirements for online services that children are likely to use
-
UK businesses patchy at complying with data privacy rulesNews Companies need clear and well-defined data privacy strategies
-
Data privacy professionals are severely underfunded – and it’s only going to get worseNews European data privacy professionals say they're short of cash, short of skilled staff, and stressed