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I would not limit it to “large” online operators. Just make it a rule governing all websites hosted or otherwise based in the United States.

Little guys shouldn’t be given a pass on following the rules.

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It's called regulatory capture and forget that if Facebook, which grew to the size it is at because in part of A/B testing, gets to now lobby for rules to make it more difficult for newcomers to do it. We used to have anti-trust legislation in the United States (we still do, but hardly use it). Special regulations for the behemoth corporations is standard jurisprudence.

I sure hope your job doesn't involve anything that is related to websites. Regulatory capture of this kind will utterly kill small website operators.

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