Bill H.390 aims to enhance consumer protection in the digital advertising sector by imposing restrictions on digital advertisers. Specifically, it prohibits certain digital advertisers from owning both a buying and selling digital advertisement brokerage. This measure is intended to prevent conflicts of interest and ensure that advertisers act in the best interests of their customers.

Additionally, the bill mandates that digital advertisers adhere to ethical business practices, which include exercising reasonable diligence to avoid conflicts of interest. By establishing these guidelines, the legislation seeks to promote transparency and integrity within the digital advertising industry, ultimately benefiting consumers.