The White House says the Trump administration strongly supports a bill to repeal regulations requiring internet service providers to do more to protect customers' privacy.
The US House is due to vote on Wednesday (NZ time) to repeal rules approved by the Federal Communications Commission in October under then-President Barack Obama.
Under the rules, internet providers would need to obtain consumer consent before using precise geolocation, financial information, health information, children's information and web browsing history for advertising and marketing.
Last week, the Senate voted 50-48 to reverse the rules in a win for AT&T, Comcast and Verizon Communications.
The White House in its statement said internet providers would need to obtain affirmative "opt-in" consent from consumers to use and share certain information, but noted that websites are not required to get the same consent.
Websites are governed by a less restrictive set of privacy rules overseen by the Federal Trade Commission.
The American Civil Liberties Union, which opposes the measure, said companies "should not be able to use and sell the sensitive data they collect from you without your permission".
The Internet & Television Association said the rules would "deny consumers consistent privacy protection online and violate competitive neutrality".
Representative Michael Capuano, a Massachusetts Democrat, said Comcast could know his personal information because he looked up his mother's medical condition and his purchase history.
Comcast declined to comment.
Representative Michael Burgess, a Texas Republican, said the rules "unfairly skews the market in favour" of websites that are free to collect data without consent.