By Lou Mastria
Big idea: With Republicans leading the House, Senate and White House, and both parties in support of a would-be federal law, the opportunity to advance a bill is perhaps as strong as it ever has been.
Big idea (in full): With Republicans leading the House, Senate and White House, and both parties in support of a would-be federal law, the opportunity to advance a bill is perhaps as strong as it ever has been. Business – with the advertising industry among a broader coalition – needs to advance a united voice in support.
At the midpoint of 2025, momentum is building behind a national privacy framework — and this time, it feels different. This is a primary reason why the Digital Advertising Alliance chose Washington, DC, this year, as the site of its annual summit, with this year’s theme being “ADvocate.”
On Capitol Hill, there’s broad recognition that consumer data protections, innovation safeguards, and digital advertising practices need a durable, nationwide and pragmatic governance framework – in the form of a national law. At the center of this charge is Rep. John Joyce (R?PA-13), vice-chair of the House Energy & Commerce Committee, who made clear in a visit at the DAA’s Summit 25 that crafting a fresh, preemptive federal privacy bill is his top priority for the remainder of this Congress.
Rep. John Joyce sat with DAA Counsel Mike Signorelli, and partner, Venable LLP, to answer questions about the momentum around the prospects for a federal privacy law in Washington.
“We’re starting anew,” Joyce emphasized, distancing this new initiative from earlier proposals such as the American Privacy Rights Act (APRA) of the previous Congress. Lawmakers have actively solicited industry and civil society input — with more than 250 formal requests for information (RFIs) already submitted from stakeholders. This collaborative-first approach aims to shape a practical framework built around the need for a federal law instead of the patchwork emerging at the states, Joyce said.
The Congressman noted that consumer protection and business obligations are not mutually exclusive and can be melded together. They both will be part of the framework he and his staff are driving toward. He told the audience that this approach can protect innovation and consumers at the same time.
A key point for Congressman Joyce: federal preemption. He acknowledged the valuable role of states as "laboratories of democracy," and said he and other members have been in contact with state legislators to see what is and is not working. Still, Joyce argued that a consistent, nationwide privacy standard would better serve both consumers and businesses. “We’ve seen this work in other sectors and it’s possible here, too,” he said.
One issue of critical importance was that of targeted advertising. Joyce, who found success with targeted advertising in Pennsylvania with his own small business - a dermatology practice, stressed that personalized digital ads are vital for local economies, enabling businesses of all sizes to reach customers effectively. “It’s like removing one of the scalpels from your surgical set,” Joyce said of proposals that would ban or severely restrict targeted ads. He spoke about preserving the current notice and opt-out model, like that embodied in DAA Self-Regulatory Principles, which he believes balances consumer choice with economic opportunity.
Rep. Joyce explained to DAA Summit attendees how critical it is for industry parties to remain engaged with their representatives in D.C. and signal the importance of a privacy bill.
On enforcement and oversight, Joyce also champions a practical approach, with the Federal Trade Commission (FTC) setting clear guardrails in the legislation itself while trying to avoid rulemaking. He argued that self-regulation works, as long as it is paired with uniform, national standards and pointed to the responsible work of DAA as an important voice and factor to be considered in the legislative context because of the success of its market self-regulation.
Looking ahead, the Congressman predicted that AI governance would inevitably intersect with privacy legislation, though it may be a potential, separate policy making process. Though AI policy may remain sector-specific in the short term, Joyce made clear that “you can’t address AI responsibly until you get privacy right.”
Rep. Joyce also emphasized that privacy is a bipartisan and bicameral issue and shared that he’s already begun conversations with members of the Senate Commerce Committee to align efforts across both chambers. He emphasized that industry members must reach out to all of their representatives, Democrat and Republican, to express their urgent support for passage of a well-reasoned and balanced federal law.
DAA wishes to acknowledge the editorial support of our summer associate Spencer Baker.
