The Association of National Advertisers -- which criticizes the new privacy measure -- plans to lobby for changes.
"This will be the most comprehensive and the strongest net neutrality protection in the United States," California Democrat Scott Wiener said Thursday. "We are restoring what we lost when Donald Trump's FCC obliterated net neutrality."
A new law in California gives consumers the right to opt out of the sale of their personal information.
Broadband providers in California appear to have succeeded in their effort to defang what would have been the toughest net neutrality bill in the country.
"Congestion on individual channels is no longer an issue that needs to be managed," Comcast says.
Three industry organizations -- the Association of National Advertisers, Data & Marketing Association and Network Advertising Initiative -- recently donated a combined $125,000 to a group opposing the proposal.
The dispute started over AT&T's "unlimited" data plan, but escalated into a battle over something bigger -- the FTC's ability to police broadband.
"If companies can afford to protect Europeans' privacy, they can also afford to do so for their American customers and users," Senator Ed Markey stated today.
Three Republicans voted in favor of restoring rules that prohibit Internet service providers from blocking or throttling traffic and from charging higher fees for prioritized delivery.
Broadband providers will be free to censor sites and slow down apps on June 11, when the net neutrality repeal takes effect.