Paramount hit with lawsuit over alleged sharing of viewing data

A California resident has sparked a potential privacy firestorm by suing Paramount for allegedly sharing users' viewing habits with social media giants like TikTok and Meta Platforms (Facebook). Victor Cho claims the company transmits information about what videos users watch, along with unique identifiers tied to their social media accounts, when they access content on the Paramount+ streaming service.

This lawsuit, filed as a class action on behalf of potentially many Paramount+ subscribers, hinges on the Video Privacy Protection Act (VPPA). Enacted in 1988 after a Supreme Court nominee's video rental history became public, the VPPA prohibits video service providers from disclosing customers' viewing information without their consent.

Cho's case isn't the first to invoke the VPPA in the digital age. Just weeks ago, a federal appeals court revived a lawsuit against the National Basketball Association (NBA) for allegedly violating the law by using Meta Platforms' tracking tool on its website. This recent ruling suggests courts may be interpreting the VPPA more broadly to encompass online activities.

The lawsuit against Paramount adds to the growing chorus of concerns about how tech companies track user behavior across the web. Meta Platforms itself is facing similar legal challenges for allegedly collecting data on users' activity on various streaming services, including Paramount+.

This case could have significant implications for both Paramount and the broader tech industry. If Cho prevails, it could force stricter data privacy practices and potentially lead to hefty fines for companies found to be violating the VPPA.