Bill > H274

This bill establishes the Online Advertising Act, which aims to regulate how companies collect and use consumer data for online advertising. It defines key terms like "consumer" (anyone using a website with ads), "non-personally identifiable information" (data that can't identify a specific person on its own), "online preference marketing" (using collected data to predict consumer preferences for ads), "personally identifiable information" (data that can directly identify someone, like a name or address), "publisher" (anyone with a website), and "third party advertising network" (companies collecting data for ad delivery). The Act requires these networks to provide clear notice on their websites about what data they collect, how it's used, and how long it's kept, especially if they engage in online preference marketing or merge different types of data. Consumers will have the right to opt-out of online preference marketing and the merging of their data, and specific consent is needed for using sensitive information like medical or financial data. The bill also mandates reasonable security measures for collected data, provides consumers with access to their personally identifiable information (with some exceptions), and limits the retention of non-personally identifiable information to twenty-four months. The Attorney General will be responsible for enforcing these provisions, with penalties for violations.