Nonetheless, companies are likely pricking up their ears as the national conversation surrounding data privacy and security grows more heated (with five new state-level privacy laws going into effect in 2023 and the US Federal Trade Commission cracking down on “commercial surveillance and lax data security practices”). “We continue to see critics in Washington far more vocal about banning the platform than advancing federal privacy law that would establish foundational privacy and data protection – and much more active in scrutinizing the platform than in advancing efforts to regulate big tech,” says Arielle Garcia, chief privacy officer at ad agency UM Worldwide.