The House Energy and Commerce Committee has proposed a new privacy law changing the functionality of large advertising machines such as Google or Facebook. This proposed law limits how companies can track users online and requires permission to share data gathered with other companies. It would be the nation’s first federal privacy law and would give consumers the right to opt-out of ads from companies that they have already made purchases from. This law gives more control back to the consumers in how their data is used and shared. As Marketing Dive states, this law would change the landscape of online advertisements, letting consumers see behind the previously secret curtain of their consumer data storage.