Without comprehensive rules, companies can collect, combine, and sell detailed profiles of people's browsing, location, and purchase history with little disclosure or consent required in most states. This can include location history revealing where someone works or worships, or purchase records showing sensitive medical or financial patterns, all compiled into profiles sold to advertisers or data brokers. Without comprehensive rules, companies can build detailed profiles spanning browsing habits, physical location, and purchase history with minimal disclosure in most states. Advocates argue this practice would face real limits under a strong federal law modeled on stricter existing state and international standards.