The new rule will require broadband companies to have customers opt in to the sale or sharing of their online histories as part of marketing or ad deals. It includes restrictions on the way that providers can share users’ location data and other information and also ensures that they will have to tell consumers exactly what data they collect and what they do with it. The changes do not apply to how broadband providers can use customer information in their own marketing, though.
The new regulations also require that broadband providers have “common-sense” data breach notifications and reasonable security practices.
The vote by the FCC makes distinctions between broadband providers and phone carriers and other service providers. Before the vote, providers and others had urged the FCC to align its rules with existing ones from the FTC on usage of customer data for marketing.