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S 1111 Idaho Senate · 68th Legislature, 1st Regular Session (2025)

CONSUMER PROTECTION – Adds to existing law to establish provisions regarding truth in digital advertising sales.

This Idaho bill requires digital advertising publishers to verify specific claims they make to buyers about geo-targeting (where ads are shown) and performance metrics like click-through rates within 30 days of a request. Publishers must provide third-party verified data without disclosing personal or proprietary information. If publishers fail to verify within the timeframe, buyers can seek refunds or sue for damages. The law applies to all digital ads sold to Idaho businesses starting July 1, 2025.
Issues: ✓ TechnologySupports TechnologyBill mandates truth in digital ad claims for consumer protection, regulating tech advertising practices to prevent deceptive metrics and ensure transparency.90% confidence
Bill status passed 3 of 5 stages cleared
Introduction
Feb 2025
Committee Review
Mar 2025
Senate Passage
Mar 2025
House Passage
Governor
Introduced Feb 14, 2025 Last action Mar 12, 2025
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What changed between versions

Bill Text → Engrossment 1 · 10 edits
MAJOR
The bill was amended to shift responsibility from digital advertisers to publishers for verifying advertising performance and geo-targeting claims. New definitions were added for 'publisher' and 'purchaser,' and the verification process now requires third-party auditing without disclosing personal information. The amendment also expanded geographic targeting options and adjusted the timeline for verification requests.
Scope change
The bill now applies to publishers rather than digital advertisers as the primary responsible party for verification, broadening the entities subject to compliance requirements.
DEFINITION

Added new definitions for 'publisher' and 'purchaser' to clarify who must comply with verification requirements.

Modified 'click' definition to include interactions with applications, not just websites.

Updated 'digital advertisement' definition to include connected television devices.

Expanded 'geo-targeted' definition to include direct marketing areas and latitude/longitude coordinates.

Changed 'click-through rate' definition to require clicks be verified and legitimate.

Added new definition for 'verify' requiring third-party auditing without disclosing personal information.

REQUIREMENT

Shifted verification obligations from digital advertisers to publishers.

Added requirement that key performance indicators must be agreed upon in the original contract before verification is required.

ENFORCEMENT

Removed the $1,000 per violation penalty for non-compliance.

TIMELINE

Extended the window for requesting verification from 30 days after ad expiration to 3 months from the scheduled end date.

Floor votes

How they voted

No floor votes recorded yet.
Full legislative history

Actions timeline

Total actions
13
Key actions
3
Committee
5
Amendments
1
Mar 7, 2025
Introduced
Amendments reported printed
upper
Mar 7, 2025
Committee
Amendments ordered printed; referred for engrossment
upper
Mar 7, 2025
Upper · Passed
Reported out without recommendation, as amended
upper
Mar 7, 2025
Upper · Passed
Placed in the Committee of the Whole
upper
Feb 24, 2025
Upper · Passed
Reported out of committee; to 14th Order for amendment
upper
Feb 17, 2025
Committee
Reported Printed; referred to State Affairs
upper
Feb 14, 2025
Introduced
Introduced; read first time; referred to JR for Printing
upper
0 primary · 0 co-sponsors

Sponsors

No sponsor information available.