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The Government Accountability Office (GAO) has released a report calling for a comprehensive federal law governing the collection, use and sale of personal data by businesses, AdWeek reports. The report was called for by Sen. Jay Rockefeller (D-WV) earlier this year. The GAO analyzed current law, regulation and enforcement actions and convened with representatives from government, advocacy groups, trade associations and data broker organizations, concluding, “Congress should consider strengthening the current consumer privacy framework to reflect the changes in technology and the marketplace, particularly in relation to consumer data use for marketing purposes.” The Direct Marketing Association (DMA) said, “While we do not share the GAO’s opinion … DMA was pleased to see that the report recognized the important economic benefits that derive from the responsible use of consumer data…”
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