The group which also includes the Association of National Advertisers, Consumer Data Industry Association and Interactive Advertising Bureau has filed its comments in response to a request from the National Telecommunications and Information Administration’s (NTIA) on how the President’s administration should approach consumer privacy.

The coalition said consumers have benefited from the existing privacy framework but new state laws, such as those passed in California and Vermont, risk fragmenting the marketplace which is why it’s calling for federal action on privacy.

In its submission, the coalition said: “We encourage the NTIA to consider the New Paradigm and the guiding principle of reasonableness, which already is implicit in many current US privacy laws.  Similarly, we encourage the NTIA to address the emerging fragmentation in state privacy laws.  If inconsistent approaches at the state and local level are not harmonised, such laws will create patchwork regulation of the internet that consumers will not understand and that will not serve their interests.

“We recommend that the Administration prioritise and conduct a cost-benefit analysis of proposed privacy frameworks and competing state solutions, including an analysis of the economic impact of the California Consumer Privacy Act (CCPA) and the European Union’s General Data Protection Regulation (GDPR).”