Paramount faces data class action
November 4, 2024
Paramount Global is facing a class action suit alleging it violated user privacy by tracking and sharing subscribers’ viewing history with Meta and TikTok for targeted advertising purposes. Filed in California federal court, the claim seeks at least $5 million in damages.
The lawsuit claims that Paramount broke the Video Privacy Protection Act (VPPA), a federal law that prohibits the disclosure of personally identifiable information about video viewing habits without consent. This law has been a source of legal challenges for several streaming providers in recent years, including Disney, Warner Bros. Discovery, and Netflix.
According to The Hollywood Reporter the suit claims Paramount “knowingly and intentionally” shared users’ viewing activity with Meta and TikTok when subscribers watched content on the same browser they were logged into the social media platforms. These social media giants offer free tracking tools to web and app developers in exchange for user data, which can be used for targeted advertising.
The scope of the VPPA remains a subject of debate in the courts. The outcome of this lawsuit against Paramount could further clarify the boundaries of the VPPA and its application to streaming services.