In his latest crusade against big business, Gov. Ron DeSantis (R-FL) is trying to pass several bills that will moderate how much access online sites have to user data. While his Republican followers frame the issue as a fierce battle against Big Tech, these new regulations could hurt ordinary…
In his latest crusade against big business, Gov. Ron DeSantis is trying to pass several bills that will moderate how much access online sites have to user data. While his Republican followers frame the issue as a fierce battle against Big Tech, these new regulations could hurt ordinary businesses and citizens the most.
A recent report from Data Catalyst about how digital ads help small businesses stay competitive showed that small and medium businesses with less than 10 employees spend 74% of their advertising budget on digital media. Nearly 80% of small and medium businesses reported that digital ads were a way that they could compete against bigger businesses with larger advertising budgets capable of bigger campaigns.
SB 262 defines a series of metrics as personal information, and specifies that consumers have the right to opt out of the sale or sharing of said information with third parties. Currently, any website could sell user data to whomever they choose without the user knowing at all. Limiting the sale of data would promote transparency, but it would simultaneously throw a wrench in how the entirety of online marketing works.
This is bad news for both businesses and the sites posting their advertisements. For one, small businesses will no longer have specialized ads to compete against the sheer number of ads that big businesses can afford. When businesses start pulling ads due to their newfound ineffectiveness, the sites ranging from local newspapers to social media networks will see a hit to their revenue that could be made up by increasing user fees.
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