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New US privacy law will allow Netflix to link accounts with Facebook

US lawmakers have amended privacy laws, clearing the way for video services such as Netflix to more closely link subscriber’s accounts with Facebook and other social media.

Netflix was among a powerful lobbying group calling for the amendment to the 1988 Video Privacy Protection Act.

That group also included media heavyweights Apple, Disney, Facebook, Google, News Corp., Sony and Time Warner.

Under the new rules, signed off by President Obama yesterday, streaming services can share details of content viewed after consumers have given blanket permission. Previously, video providers had to seek permission on a video-by-video basis.

The changes to the law mean that Netflix and others can implement new social media features including a Facebook app. It has already sought to link subscriber’s accounts with Facebook in Europe, where privacy rules are different to those in the US.