The latest attempt to create stricter data privacy protections in Maine looks doomed after the House of Representatives failed Thursday night to pass the heavily-lobbied proposal.

The Democratic-led Legislature has tried and failed for several years to pass various data privacy measures in the face of opposition from business groups that have argued the new rules would limit their ability to use targeted advertising with potential customers.

Supporters of this session’s bill from Rep. Amy Kuhn, D-Falmouth, including the ACLU of Maine, have cited the rise of artificial intelligence, the targeting of children and an increase in government surveillance to argue in favor of joining around 20 states with data privacy laws.

The House had taken initial votes in March to pass Kuhn’s amended proposal. That measure would have required companies to only collect and store the data necessary to provide a good or service; prohibited companies from collecting an individual’s biometric information, such as fingerprints, unless necessary and banned targeted advertising to children and the sale of their information.

But the bill’s path to reaching the desk of Gov. Janet Mills took a twist after Sen. Anne Carney, D-Cape Elizabeth, introduced an amendment in early March to exempt political groups working to elect Maine candidates from the data privacy requirements. Mills, a Democrat in her final term, said last month she “wasn’t excited” about that carveout.

The Senate narrowly approved it with dissent from a few Democrats, setting up a narrow path to passage in the two chambers.

The House failed Thursday night to give final passage to its version in a 68-80 vote.

Nine House Democrats — Reps. Jim Dill of Old Town, Wayne Farrin of Jefferson, Allison Hepler of Woolwich, Michel Lajoie of Lewiston, Matt Moonen of Portland, Dave Rollins of Augusta, Tiffany Roberts of South Berwick, Walter Runte of York and Holly Sargent of York — voted against enacting the bill, as did unenrolled Rep. Ed Crockett of Portland.

Moonen, the House majority leader, voted against the bill as a procedural move that leaders use to bring bills up later.