Business advocates push for increased threshold in Vermont digital marketing law

The Vermont Senate Institutions meeting on March 14, 2025, focused on critical discussions surrounding the viability of small businesses in the state, particularly in the context of digital marketing and advertising regulations. A key point raised was the impact of a proposed threshold of 25,000 residents for businesses to qualify for certain benefits under a new bill.

Participants argued that this number is insufficient for small businesses to thrive, especially those relying heavily on digital platforms for customer engagement. It was noted that even with a robust email list of 25,000, the actual number of potential buyers would be significantly lower, potentially around 250 qualified customers. This statistic raises concerns about the sustainability of small businesses, such as restaurants and coffee shops, which require a larger customer base to remain profitable.

The discussion emphasized the need to reconsider the threshold, suggesting that a target of 100,000 residents would provide a more realistic foundation for businesses to build a customer base and achieve profitability. The meeting highlighted the challenges faced by smaller enterprises in navigating legal compliance and targeted advertising, which, despite some public skepticism, can be beneficial for consumers and essential for business success.

Overall, the meeting underscored the importance of adapting regulations to support the growth and survival of small businesses in Vermont, particularly in an increasingly digital marketplace. The Senate is expected to take these insights into account as they move forward with legislative decisions.