Democrats introduced a new bill that would ban nearly all use of digital advertising targeting on ad markets hosted by platforms like Facebook, Google, and other data brokers.

The Banning Surveillance Advertising Act – sponsored by the Democrats prohibits digital advertisers from targeting any ads to users. It makes some small exceptions, like allowing for “broad” location-based targeting. Contextual advertising, like ads that are specifically matched to online content, would be allowed.

“The ‘surveillance advertising’ business model is premised on the unseemly collection and hoarding of personal data to enable ad targeting,” Eshoo, the bill’s lead sponsor, said in a statement. “This pernicious practice allows online platforms to chase user engagement at great cost to our society, and it fuels disinformation, discrimination, voter suppression, privacy abuses, and so many other harms. The surveillance advertising business model is broken.”

If enacted, the bill would radically change Facebook and Google’s business models. For years, lawmakers have debated on issues like privacy, disinformation, and content moderation. Eshoo and her co-sponsors argue that the tech industry’s current advertising models incentivize the spread of harmful content and encourage them to amplify damaging posts to keep users on their platforms.

The bill empowers the Federal Trade Commission and state attorneys general with the authority to enforce the new rules for ad targeting. It also allows individual users to sue platforms like Facebook and Google if they break the law, granting up to $5,000 in relief per violation.