Washington State has passed a law that will curtail the flow of consumer health data, notably affecting tech companies and advertisers.

The My Health, My Data Act, signed by Gov. Jay Inslee Thursday morning, requires companies to get “unambiguous” consent before they collect health data, which includes everything from health conditions to location information associated with health services. Most of the law takes effect in March 2024.

“This could really, in a way, reset the conversation on privacy, at least as it’s developing at the state level,” according to Keir Lamont, director of the US legislation team at the think tank Future of Privacy Forum, which submitted notes on a prior version of the bill.

The law comes as state and federal legislators seem increasingly interested in privacy laws aimed at the largely unregulated industries of data collection and (*cough, cough*) digital advertising. For some, the Supreme Court’s decision to overturn Roe v. Wade has added to the urgency.

Keep reading here.—RB

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Vandana Slatter represents Washington State’s 48th legislative district and introduced what could be one of the most consequential privacy bills in the country: The My Health, My Data Act, which was signed into law by Governor Jay Inslee on Thursday. Prior to working in politics, she worked as a clinical scientist at companies including Amgen and UCB and as a hospital pharmacist.

Marketing Brew spoke with Rep. Slatter about the bill on Wednesday before it was signed into law.

This interview has been lightly edited and condensed for clarity.

Washington State has tried to pass a broader privacy law for the past few years and has failed. Why did this pass?

I can’t speak to everybody’s vote on this issue…But, for three years, we’ve worked on privacy policy, and broad, comprehensive privacy legislation has not passed. It was not clear that this bill would actually make it across the finish line. Actually, originally, I was not sure if a privacy bill should be in the works after last year’s privacy bill did not make it through the process.

With the recent Dobbs decision, with the restriction of access to reproductive healthcare in other states, with the privacy landscape changing with that decision, it became evident that women’s health data needed to be protected. People’s health data who were accessing reproductive care, gender-affirming care—and were seeking it in Washington State—needed to be protected. Otherwise, they would be targeted by people. There was a gap in that protection on websites, apps, and searches. I think that that helped to address the urgency of this issue.

Read the full Q&A here.—RB

Oil spill: Graza co-founder and CEO Andrew Benin lit a grease fire in the olive-oil community this week. After fellow DTC company Brightland announced its squeeze-bottle pizza oil, Benin took to LinkedIn to call the product a form of “blatant disrespect” and a product of “#copycat culture.” After people called him out online for, essentially, not inventing squeeze bottles, he walked his statement back and apologized to Brightland founder Aishwarya Iyer.

Big weekend for Chanel: Sofia Richie, daughter to Lionel and half-sister to Nicole, got married last weekend in the south of France and basically took over TikTok. Chanel, which made her three dresses, also made an appearance in Richie’s GRWM videos, her makeup artist’s videos, and other pics from the weekend. The whole thing had some girlies on Reddit debating whether the event was sponsored, while others were clamoring for her to be Chanel’s next brand ambassador. Either way, the Gen Z exposure for Chanel seemed très bien.

Twee-Tok: Outside of wedding content, it seems everyone and their mother employer is out making Wes Anderson-inspired videos, from Southwest Airlines to See’s Candies to production company Hello Sunshine. If you’re thinking about hopping on the trend, just make sure you get the panning right (and don’t forget to nail the symmetry).

Pun appreciation: Tinder’s marketing got a shout-out for one of the taglines in its latest ad campaign, which states that some dates “turn into one-night stands, but some turn into two nightstands.” Ad agency Mischief, which worked on the campaign, responded with an excited reaction video that ended up getting more love than the original video.—KH

There are a lot of bad marketing tips out there. These aren’t those.

Socialite: Tips for becoming a social media manager.

Tweet goodbye?: A look into Bluesky, the new Twitter alternative.

Primer: Four different types of AI and how marketers can use them.

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Which headlines are real marketing news, and which one is fake?

1. Travis Barker joins Liquid Death for a cleansing collab based on ’Enema of the State’
2. Pizza Hut and Kellogg have made a pizza…baked on a giant Cheez-It
3. Kraft Real Mayo claims mayo love can lead to more dating app matches
4. Got wood milk? Aubrey Plaza’s artisanal venture spoofs plant-based alternatives to dairy

Keep scrolling for the answer.

Catch up on a few Marketing Brew stories you might have missed.

• Peacock subscribers—and losses—climb at NBCUniversal
• This week’s agency news, executive moves, and account change
• Roku strikes measurement pact with Instacart