Don’t curtail online personal advertising. It will hurt women business owners in Florida | Opinion
More than 1 million women business owners call Florida home. Their businesses overcame the pandemic, faced natural disasters and continue to serve their communities.
However, proposed legislation in the Florida Legislature could threaten the recovery of thousands of women-owned businesses that leverage digital tools to connect with customers.
HB 1547 and its Senate companion, S 262, would put restrictions on social-media platforms and tech companies that collect user data, by mandating that internet users in Florida can “opt out” of personalized advertising.
An outsider may see this as a win for consumers — one fewer ad in their faces online. However, many people do not realize that without personalized advertising online, many of Florida’s 3 million small businesses lose the ability to advertise anywhere. Personalized ads are a cost-effective way for small businesses to identify and reach new customers, when traditional forms of advertising are price prohibitive.
According to the National Association of Women Business Owners’ most recent survey, almost 80% of women business owners have or are currently interested in expanding their access to marketing assistance and lead generation through technology and social media. By leveraging digital advertising, these businesses can reach new customers and grow their businesses without using traditional advertising channels with exorbitant costs, including TV, magazines and billboards.
Without personalized advertisements, these businesses will be unable to reach new customers. Not only do affordable and efficient digital ads allow small businesses to reach consumers, but they also give these businesses a fighting chance to compete against big box retailers and more established brands. This bill would leave small businesses with an insurmountable problem — the inability to reach already interested consumers.
Women business owners have overcome many challenges over the past few years, mastering the art of running their business with children in tow. They kept their businesses afloat when the economy underwent unprecedented challenges. I would hate for legislation in Florida to shut the door on their success just as they are getting back on their feet and seeing the light at the end of the tunnel.
Keep in mind, it’s not just businesses that use personalized advertising. Nonprofits, charities and government agencies also benefit from affordable personalized advertising to raise money, spread awareness, disseminate PSAs and share events. In addition it’s how consumers learn about local businesses, causes and information in their communities of which they might not be aware otherwise.
The National Association of Women Business Owners encourages lawmakers to take the time to understand the unintended consequences this bill could have on advertisers with smaller budgets and consumers that find immense value in personalized advertising. Don’t impede progress in our economy. Let’s help keep the state’s community of women-owned-businesses vibrant.
Jen Earle is CEO of the National Association of Women Business Owners (NAWBO).
