An investigation by California’s attorney general into use of location data could rein in the worst abusers, but should also be able to determine legitimate business use.

The FTC has accused three data brokers, including Gravy Analytics and Venntel, of illegally tracking and selling non-anonymized consumer location data.

The rule would force data brokers to adhere to the same standards as established credit agencies.

The proposed regulation imposes a series of restrictions on how American entities can sell “bulk” sensitive data across six categories.

Business groups and civil rights activists have raised objections to the latest version of the legislation, due for committee consideration Thursday.

Even as the legislation advanced through a key subcommittee, members from both parties raised concerns with the measure, indicating that it faces an uncertain road toward passage…

But it falls short on a very key point, says a lawmaker who has been heavily scrutinizing spy agency purchase of commercial bulk data.

The FCC said T-Mobile, Sprint, AT&T and Verizon sold customers’ location data and outsourced user consent requirements.

Others contend that loosening things up could have dangerous consequences, and the administration should go the opposite direction.

The bill’s passage was cheered by privacy advocates, but faces an uncertain future in the Senate and with the White House.