10 areas for US-based privacy programs to focus in 2025

This past year was another jammed one for privacy teams and it was not easy to stay on top of all the privacy litigation, enforcement trends, and new laws and regulations in the U.S.

Distilling those into focus areas and actionable steps can be an important way to make sure your privacy program has the right strategy and priorities for 2025.

Here are 10 areas to focus on for the year ahead. 

1. Tracking and targeted advertising

Regulators have continued to issue guidance and bring enforcement actions against companies for how they describe tracking practices and consumer choices, including for advertising and analytics.  

This year eight additional states will join California and Colorado in requiring browser signals to be honored as opt-outs of "sales" and targeted advertising. Companies will continue to face legal demands and lawsuits for common website and app practices under wiretap laws like the California Invasion of Privacy Act, and potentially under other laws like the California Consumer Privacy Act. 

These developments and trends mean tracking and targeted advertising practices should be a focus area this year. 

Consider these steps: