Four associations representing internet service providers are suing Maine over a new law requiring companies to first get permission from consumers before using or sharing their online data, the Portland (Maine) Press Herald reported Wednesday.

The law, which will take effect in July, would replace the "opt-out" model on data collection currently in place throughout most of the U.S. with an "opt-in" model like that in place in the European Union. Opt-out means companies only need to stop using personal data when a customer asks that they do so. Opt-in means businesses must first seek out costumer consent before using a person's data.

In a complaint filed in U.S. District Court in Portland, the four associations argue the new law violates First Amendment protections by restricting ISPs from advertising or marketing services to customers or from offering discounts or rewards in loyalty programs, the newspaper reported.

"Maine cannot discriminate against a subset of companies that collect and use consumer data by attempting to regulate just that subset and not others," the groups said in the complaint. The four plaintiffs are ACA Connects, CTIA—The Wireless Association, NCTA—The Internet & Television Association, and USTelecom—The Broadband Association.

Maine is only one of several states that have either adopted or considered adopting new data protection laws amid what privacy advocates see as a lack of action on the federal government's part. Maine Attorney General Aaron Frey has previously said his offices believes the law is legally defensible. http://bit.ly/2V4kRq1