The Privacy for America coalition presented the new legislative framework as draft legislation delivered to key members and committees of the United States House of Representatives and the United States Senate.

The coalition said its approach to data privacy would not rely on the current ‘notice and choice’ model underlying the European Union General Data Protection Regulation (GDPR) and the upcoming California Consumer Privacy Act (CCPA), which presents consumers with numerous privacy notices that they must accept if they want to participate in today’s economy.

Its approach shifts the burden away from consumers and toward a common set of privacy norms. It defines and makes illegal data practices that would harm consumers or make personal data vulnerable to breach or misuse.  

David Almy, CEO of the Insights Association, said: "Compliance with the old-model laws and regulations is onerous and challenging for companies and consumers – and sometimes literally impossible – while limiting real benefits. This approach emphasises reasonable and beneficial uses of personal information combined with clear, explicit punishment for its exploitation.”