H.390 is a proposed bill aimed at enhancing consumer protection in the digital advertising sector. It seeks to impose restrictions on digital advertisers by prohibiting them from owning both buying and selling advertisement brokerages. Additionally, the bill mandates that these advertisers adhere to ethical business practices, which include exercising reasonable diligence to avoid conflicts of interest and prioritizing the best interests of their customers.

The bill reflects a growing concern over the potential for conflicts of interest in the digital advertising industry and aims to promote transparency and fairness in advertising practices. By establishing these guidelines, the legislation intends to foster a more ethical environment for digital advertising, ultimately benefiting consumers and ensuring that their interests are safeguarded.