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ARTICLE · 21 MARCH 2025

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Managing Tracking Technologies And Their Privacy Dilemmas In 2025

Bass, Berry & Sims PLC
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The growing use of tracking technologies, such as cookies, pixels, web beacons and chatbots, has and will continue to lead to increased scrutiny from regulators and courts. Their focus has been on how companies...

United StatesPrivacy
Alexandria Wood Davenport
Alexandria Wood Davenport
Roy Wyman
Roy Wyman

The growing use of tracking technologies, such as cookies, pixels, web beacons and chatbots, has and will continue to lead to increased scrutiny from regulators and courts. Their focus has been on how companies describe tracking practices and the choices they offer consumers, including for advertising and analytics.

Common website and mobile application practices are scrutinized under various laws, including wiretap laws like the California Invasion of Privacy Act (CIPA), and privacy laws like the CCPA and HIPAA. Complicating the legal landscape, statutes and court rulings are often inconsistent or even directly contradictory.

This article explores legal and regulatory developments around use of tracking technologies, and offers practical compliance and operational measures to implement to avoid potential liability.

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