PORTLAND, Maine (Portland Press Herald) Maine officials are facing a lawsuit filed by internet service providers over a law that requires companies to get opt-in consent from customers before sharing or using their personal data.

The Portland Press Herald reports the suit was filed last Friday. It claims the law, which was passed in May of 2019 and is set to go into effect in July, violates First Amendment protections that allow ISPs to advertise or market to customers, or offer discounts and rewards in loyalty programs.

Maine Attorney General Aaron Frey, who is named as a defendant in the suit, argues that the state needs to take measures to protect consumer privacy as those protections continue to be eroded.

Maine’s law is among the strictest privacy protection laws in the country.