In response to states' pursuit of consumer privacy legislation, Big Tech has rolled out a massive influence campaign to shape the final bills, The Markup reports. In the run up to the passage of the Utah Consumer Privacy Act, Big Tech registered 23 active lobbyists in Utah, with many being influential in helping craft the bill. The Markup reviewed hearing testimony and public comments from 31 states where privacy legislation has been considered and found 445 lobbyists in firms registered in those states since 2021.  
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