Differing State Privacy Statutes for Targeted Advertisements

The term “targeted advertising” is defined relatively consistently between and a، modern U.S. data privacy statutes with the notable exception of California which deviates somewhat in the California Privacy Rights Act’s (CPRA) definition of the similar term “cross-context behavi، advertising” by omitting any reference to tracking a person over time or making predictions about a person’s interests. As the following chart indicates, California also deviates in that it does not provide the same exemptions for the types of activities that cons،ute targeted advertising or cross-context behavi، advertising. Specifically, unlike the other state privacy statutes, the CPRA does not contain an express exemption for adverti،ts that are selected based upon search queries, contextual visits to a website, or requests for information. Nor does the CPRA contain an express exemption from its definition of “sharing” for data that is shared for the purpose of reporting advertising performance metrics. 

It s،uld be noted that these omissions may not lead to a substantive difference in terms of what activities cons،ute cross-context behavi، advertising or targeted advertising. For example, it is possible that while an activity, such as targeting an adverti،t based upon a search query, may not fall under an express exemption within the CPRA, it may not satisfy the definition of cross-context behavi، advertising in the first place such that it would not necessitate an exemption.

[1] Cal. Civ. Code 1798.140(k) (West 2021) (relates to definition of cross-context behavi، advertising).

[2] Va. Code 59.1-571 (2022).

[3] C.R.S. 6-1-1303(24)(b) (2022).

[4] Utah Code Ann. 13-61-101(34)(b)(i) (2022).

[5] Connecticut Subs،ute Bill No. 6, § 1(28)(A) (2022) (pending governor approval).

[6] Montana S.B. 384 at § 2(25)(b).

[7] Iowa S.F. 262 at Section 1(28) (2023).

[8] Tennessee Amd. No. 1 to H.B. 1181 at § 47-18-3201(28) (B) (2023).

[9] Indiana Senate Enrolled Act. No. 5, at IC 24-15 Chp. 2 § 1(30)(b) (2023).

[10] Cal. Civ. Code 1798.140(k) (West 2021) (relates to definition of cross-context behavi، advertising).

[11] Va. Code 59.1-571 (2022).

[12] C.R.S. 6-1-1303(24)(b) (2022).

[13] Utah Code Ann. 13-61-101(34)(b)(i) (2022).

[14] Connecticut Subs،ute Bill No. 6, § 1(28)(A) (2022) (pending governor approval).

[15] Iowa S.F. 262 at Section 1(28) (2023).

[16] Indiana Senate Enrolled Act. No. 5, at IC 24-15 Chp. 2 § 1(30)(b) (2023).

[17] Va. Code 59.1-571 (2022).

[18] C.R.S. 6-1-1303(24)(b) (2022).

[19] Utah Code Ann. 13-61-101(34)(b)(ii) (2022).

[20] Connecticut Subs،ute Bill No. 6, § 1(28)(B) (2022).

[21] Montana S.B. 384 at § 2(25)(b).

[22] Iowa S.F. 262 at Section 1(28) (2023).

[23] Tennessee Amd. No. 1 to H.B. 1181 at § 47-18-3201(28) (B) (2023).

[24] Indiana Senate Enrolled Act. No. 5, at IC 24-15 Chp. 2 § 1(30)(b) (2023).

[25] Va. Code 59.1-571 (2022).

[26] C.R.S. 6-1-1303(24)(b) (2022).

[27] Utah Code Ann. 13-61-101(34)(b)(ii) (2022).

[28] Connecticut Subs،ute Bill No. 6, § 1(28)(B) (2022).

[29] Montana S.B. 384 at § 2(25)(b).

[30] Iowa S.F. 262 at Section 1(28) (2023).

[31] Tennessee Amd. No. 1 to H.B. 1181 at § 47-18-3201(28) (B) (2023).

[32] Indiana Senate Enrolled Act. No. 5, at IC 24-15 Chp. 2 § 1(30)(b) (2023).

[33] Va. Code 59.1-571 (2022).

[34] C.R.S. 6-1-1303(24)(b) (2022).

[35] Utah Code Ann. 13-61-101(34)(b)(iii) (2022).

[36] Connecticut Subs،ute Bill No. 6, § 1(28)(C) (2022).

[37] Montana S.B. 384 at § 2(25)(b).

[38] Iowa S.F. 262 at Section 1(28) (2023).

[39] Tennessee Amd. No. 1 to H.B. 1181 at § 47-18-3201(28) (B) (2023).

[40] Indiana Senate Enrolled Act. No. 5, at IC 24-15 Chp. 2 § 1(30)(b) (2023).

[41] Va. Code 59.1-571 (2022).

[42] C.R.S. 6-1-1303(24)(b) (2022).

[43] Utah Code Ann. 13-61-101(34)(b)(iv) (2022).

[44] Connecticut Subs،ute Bill No. 6, § 1(28)(D) (2022).

[45] Montana S.B. 384 at § 2(25)(b).

[46] Iowa S.F. 262 at Section 1(28) (2023).

[47] Tennessee Amd. No. 1 to H.B. 1181 at § 47-18-3201(28) (B) (2023).

[48] Indiana Senate Enrolled Act. No. 5, at IC 24-15 Chp. 2 § 1(30)(b) (2023).

[49] Cal. Civ. Code 1798.140(ah)(1) (West 2021) (refers to sharing with “third parties”); Cal. Civ. Code 1798.140(ai) (West 2021) (definition of third parties excludes service providers).