The group are opposing proposition 24, officially the California Privacy Rights Act of 2020 (CPRA) ballot initiative, which seeks to tighten privacy regulations in the state.

The proposition will be on the ballot in the state at the 2020 presidential election, with privacy laws devolved to state legislatures in the US.

In a joint letter, the trade associations say that the new law would “impose considerable new costs on a business community that is still working to implement the California Consumer Privacy Act of 2018 (CCPA) as well as weather substantial economic hardships due to the Covid-19 pandemic”.

The letter also claims that proposition 24 would expand the CCPA, which came into effect on 1st July 2020, and would make future attempts to change privacy laws in the state “almost impossible”.

The letter says: “The ballot initiative circumvents important deliberative processes that have taken place and are necessary to develop nuanced, carefully considered bills, such as the processes bills endure when they proceed through the legislature.

“Indeed, a deliberative process for crafting legislation is exceedingly important, particularly for proposed laws such as the CPRA that are technically and legally complex and would greatly impact the vast majority Californians and companies that do business in the state.”

Other signatories include: Association of National Advertisers; American Association of Advertising Agencies; American Advertising Federation; Interactive Advertising Bureau; California Grocers Association; Digital Advertising Alliance; Email Sender and Provider Coalition; National Business Coalition on E-Commerce and Privacy; Network Advertising Initiative; and NetChoice.