Don’t Push My Buttons Act

The 'Don’t Push My Buttons Act' (S4756) was read twice and referred to the Committee on Commerce, Science, and Transportation on September 29, 2020. This indicates the bill is in the initial committee review phase. The bill aims to regulate 'dark patterns' in online user interfaces, which are design choices that trick users into making decisions they would not otherwise make. This type of legislation, if enacted, would primarily affect companies with significant online presences and user interaction models. As of its referral date, there is no specific funding allocated or appropriations detailed within the bill. The mechanism of impact would be through regulatory compliance costs for companies, rather than direct government spending or grants. Companies would need to redesign interfaces to avoid practices deemed manipulative, potentially incurring development costs. However, without specific language or enforcement mechanisms, the financial impact remains undefined. Historically, similar consumer protection legislation, such as the California Consumer Privacy Act (CCPA) enacted in 2018, led to increased compliance spending for technology and consumer-facing companies. While not directly comparable in scope, the CCPA's implementation saw companies like Meta Platforms ($META) and Alphabet ($GOOGL) invest heavily in privacy infrastructure. However, the market did not show immediate, dramatic shifts based solely on compliance costs; rather, these costs were absorbed as part of doing business. The 'Don't Push My Buttons Act' is at a much earlier stage than CCPA was at its effective date. Given the early stage of the bill and lack of specific details on enforcement or penalties, no specific companies are immediately positioned to gain or lose. Companies that rely heavily on user engagement tactics that could be classified as 'dark patterns' would face future compliance risks if the bill progresses. These include major social media platforms and e-commerce sites, but without specifics, naming them as 'losers' is premature. The next step for this bill is committee consideration, which may or may not occur. This bill is currently in the committee referral stage. It requires committee markup, a vote in committee, and then a vote by the full Senate, followed by House passage and presidential signature to become law. This process can take months or even years, and many bills do not advance beyond committee.