Maryland Governor Wes Moore signed a privacy law that imposes tough new restrictions on online data collection and ad targeting, reports MediaPost.

Major ad industry groups had urged Moore to veto the measure, which the groups said includes “the most onerous and restrictive approach to data privacy in the United States to date.”

“The bill’s limitations on data collection are likely to result in significant degradation of beneficial products and services for Maryland consumers and harm local businesses,” the Association of National Advertisers, American Association of Advertising Agencies, Interactive Advertising Bureau, American Advertising Federation and Digital Advertising Alliance wrote in a letter sent to Moore last month.

According to MediaPost, the Maryland Online Data Privacy Act “includes provisions that ban companies from collecting more personal data than “reasonably necessary and proportionate” to provide a product or service requested by consumers.

“The ad industry groups said in their letter to Moore that the measure’s curbs will prevent businesses from using data to “develop new products or services for that customer or market its products, services, or discounts to that customer.””

More here.