Bill Description: Senate Bill 1111 would impose new regulations on providers of digital advertising.

Rating: -2

Does it give government any new, additional, or expanded power to prohibit, restrict, or regulate activities in the free market? Conversely, does it eliminate or reduce government intervention in the market?

Senate Bill 1111 would create Section 48-603H, Idaho Code, to impose new government regulations on digital advertisers.

The bill would require a digital advertiser to provide "key performance indicator verification information, including the date, time, length of impression, and whether a click-through occurred, if applicable" to a purchaser of digital advertising if the purchaser requests it. 

It would state that "if a digital advertiser represented that a digital advertisement would be geo-targeted, such advertiser shall identify the geographical locations where clicks, engagements, or impressions relating to the digital advertisement occurred with sufficient specificity to demonstrate that the geo-targeting occurred."

Finally, the bill would require any "digital advertiser who does business in Idaho" to "make available" and "maintain a method for a purchaser of a digital advertisement to request verification."

Most digital advertisers provide extensive metrics to clients, and those who don't have trouble competing in an already crowded marketplace. Digital advertising is a self-regulating market driven by consumer choice, and as such, government regulations are not necessary.

(-1)

Does it directly or indirectly create or increase penalties for victimless crimes or non-restorative penalties for non-violent crimes? Conversely, does it eliminate or decrease penalties for victimless crimes or non-restorative penalties for non-violent crimes?

The bill would impose a fine of $1,000 per violation on "a digital advertiser who is not able to verify the key performance indicators or geo-targeting information" as required. 

(-1)