The Interactive Advertising Bureau (IAB) is telling the US Congress that it supports federal regulation that will ensure consumers’ privacy and security are protected in interactive media, marketing, and commercial environments.

And it is recommending that the federal government takes the lead in approving legislation that will avoid “a patchwork of conflicting and damaging state laws.”

Appearing before a US Senate Committee on Commerce, Science, and Transportation, Randall Rothenberg, the IAB’s CEO, said that the trade group and its members “stand ready to work with Congress to help craft a legislative and regulatory regime that protects consumers, while avoiding the unintended consequences that can result from ill-considered regulatory regimes, notably the erection of barriers to market entry, the erosion of competition, and reinforced advantage for the largest incumbents.

“Nor should we ignore the fact that something needs to be done by the Federal Government ... The digital marketing and media ecosystem is at a crossroads: Recent events such as the Facebook/Cambridge Analytica scandal have placed a spotlight on companies’ need to responsibly, safely, and transparently manage and use consumers’ data, and make consumer privacy and security the foundational requirement for doing business in the modern economy.”