Prediction: Multiple states will propose and pass their own privacy laws
As we have seen in previous years, states are not willing to wait on the federal government to provide privacy protections to their residents and are therefore proposing and passing their own privacy laws. Currently, there are over 30 proposed privacy bills in the United States and it is very likely that quite a few of them will be passed over the next year. In addition, it is very likely that more states will propose their own privacy laws. This will further contribute to the state privacy law patchwork, making it difficult and costly for businesses to comply with all of the requirements.
Prediction: Multiple countries will amend their privacy laws
With advancements in technology, companies seem to find new ways to violate the privacy of consumers. Thus, multiple countries such as the United Kingdom, Canada, and Australia, have proposed reform of their privacy laws. These reforms will expand privacy rights, increase fine amounts, include private right of action, and require new disclosures to be included within Privacy Policies. It is likely that at least some of these reforms will pass in 2024, further expanding compliance requirements for businesses.
Prediction: Targeted advertising will be increasingly scrutinized
With the new privacy laws going into effect in 2024 and the proposed privacy bills (see above), there is a new trend that is emerging for 2024 and that is the scrutinization of targeted advertising. Most new laws and bills will include a right to opt out of targeted advertising. This means that companies that use targeted advertising in their campaigns will need to adjust their operating procedures as well as implement a cookie consent banner to allow website visitors to opt out of such practices.
Conclusion
With the new privacy laws going into effect, more privacy bills being proposed and passed, and existing privacy laws being amended, 2024 should be a “fun” year for privacy professionals and businesses trying to comply with the ever changing privacy law landscape.
