After lobbying to kill consumer privacy rules at the federal level, big telecom is now taking aim at individual state efforts to protect your privacy online.

Last June, Maine passed a new law intended to protect broadband user privacy. The law demands ISPs clearly disclose what data is collected and who it’s sold to, requiring that users opt in to the sale of sensitive location or financial data. The law also bans ISPs from charging you extra if you want your privacy protected, a practice AT&T engaged in for years.

But this week the broadband industry sued the state of Maine, claiming that the law violates the industry’s free speech rights.

According to the industry’s lawsuit, Maine’s law “imposes unprecedented and unduly burdensome restrictions on ISPs' protected speech."

“Maine's decision to impose unique burdens on ISPs' speech—while ignoring the online and offline businesses that have and use the very same information and for the same and similar purposes as ISPs—represents discrimination between similarly situated speakers that is impermissible under the First Amendment,” the lawsuit claimed.