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ARTICLE · 20 DECEMBER 2024

Is Your Website A Lawsuit Target? Emerging Trends In Chat, Pixel And VPPA Cases

Buchanan Ingersoll & Rooney
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It has been over three years since the first wave of class action complaints and private arbitration demands emerged, alleging that technology on websites invades consumers' privacy.

United StatesPrivacy
Jennifer M. Oliver
Jennifer M. Oliver
Tiffany Yeung
Tiffany Yeung
Andria R. Adigwe
Andria R. Adigwe
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It has been over three years since the first wave of class action complaints and private arbitration demands emerged, alleging that technology on websites invades consumers' privacy. Numerous legal theories have since developed, with each plaintiff's counsel crafting their own unique blend of facts and arguments to support these claims. However, the key takeaway remains consistent: common tools like web pixels, beacons, cookies, chatbots, advertising software, analytics, and tracking software used on your (or your clients') websites now put website owners at risk.

This article is the first in a series that explores the growing landscape of website privacy claims and how companies can prepare for 2025. Below, we focus on cases involving chat and pixel technologies.

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