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Toyota is the latest company facing a lawsuit over its website’s use of online tracking technology \u2014 aka cookies \u2014 highlighting a growing legal risk for businesses that rely on digital advertising and consumer data.<\/p>\n
A proposed class action filed Wednesday in Los Angeles County Superior Court accuses the automaker of continuing to track visitors to Toyota.com even after they declined third-party cookies, allegedly violating California privacy law.<\/p>\n
Lead plaintiff Brittany Conner alleges Toyota installed tracking technology on users’ devices even though they opted out through the website’s cookie consent banner.\u00a0<\/p>\n
According to the complaint, the technology allowed third parties to collect browsing activity, device information, online identifiers and other data used for targeted advertising.<\/p>\n
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The lawsuit alleges Toyota installed tracking technology on users’ devices despite them opting out through the website’s cookie consent banner.\u00a0 (Kim Kyung-Hoon\/Reuters, File \/ Reuters)<\/p>\n
The lawsuit alleges the tracking relied on a practice known as “fingerprinting,” which can identify internet users by combining information about their devices and browsing activity, even when traditional tracking cookies are rejected.<\/p>\n
Toyota’s website presents visitors with a consent banner offering the option to accept or decline cookies and similar tracking technologies. The lawsuit alleges the company nevertheless deployed tracking tools after users selected “decline.”<\/p>\n
Ticker Security Last Change Change % TM TOYOTA MOTOR CORP. 179.76 +2.84
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The case comes as businesses across industries face mounting litigation under the California Invasion of Privacy Act, or CIPA, a 1967 law originally enacted to prohibit wiretapping. In recent years, however, plaintiffs have increasingly used the statute to challenge website tracking technologies and other online data collection practices.<\/p>\n
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Toyota is the latest company facing a lawsuit over its website’s use of online tracking technology. (Terry Pierson\/The Press-Enterprise via Getty Images \/ Getty Images)<\/p>\n
According to privacy compliance firm OneTrust, more than 800 CIPA lawsuits were filed in 2025, targeting companies over technologies that plaintiffs argue collect consumer data without users’ consent.<\/p>\n
Several companies have recently resolved similar claims. Forbes Media agreed in May to pay $10 million to settle a proposed “trap and trace” class action, while the Los Angeles Times agreed to a $3.85 million settlement.\u00a0<\/p>\n
DraftKings and the NFL have also been sued over alleged website tracking practices.<\/p>\n
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Conner is represented by Pacific Trial Attorneys. The firm did not immediately respond to FOX Business’ request for comment.<\/p>\n
Toyota did not immediately respond to FOX Business’ request for comment.<\/p>\n
#Toyota #sued #claims #tracked #users #rejected #cookies<\/p>\n","protected":false},"excerpt":{"rendered":"
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