They have signed up hundreds of companies or associations. In one respect, consumer protection and privacy are very different. Unlike privacy, we have a lot of consumer protection laws and regulations already. The federal government has rules. Every state has rules.
Every country does, too.
And that's how it should be. No one should be allowed to cheat consumers. Say the seller is in California, and the buyer is in Illinois. Maybe you won't sell across state or national lines because it's too complicated, it is not worth it. That would deprive you of an incredible market.