As lawmakers across the country move to regulate online advertising at the state level, strategists are increasingly concerned about the impact such laws will have on digital advertising campaigns.
Maryland and Washington state have newly-minted laws on the books while Connecticut, Hawaii, and California are among a number of other states where bills to further regulate digital advertising are under consideration.
For political consultants, there’s a general unease about the broadness of new state laws, particularly in Washington state and Maryland, several strategists told C&E. As a result, the approach at the moment is one of caution, which in the short-term means less digital advertising in those states. Among the biggest concerns: navigating new disclosure requirements at the state level, clunky verification processes, and ambiguous language in some state statutes.