Class action lawsuits are currently pending against the online course platforms Udemy, edX, and Coursera for their use ofFacebook/Meta’s Meta Pixel tracking tool. These lawsuits allege violations of the Video Privacy Protection Act (VPPA), a federal law enacted in 1988 to protect consumers’ video rental records.
Meta Pixel is a piece of code embedded in websites to track user behaviour, optimise advertising, and share data with Meta. Various online platforms, including those offering video content, widely use the tool. This data collection practice has led to numerous class action lawsuits, including those targeting major online course providers.
The VPPA prohibits videotape service providers from disclosing personally identifiable information about consumers’ viewing habits without written consent. Plaintiffs argue that the law’s provisions, initially intended for video rental records, also apply to modern video content platforms that use tracking technologies like Meta Pixel.
The lawsuits against Udemy, edX, and Coursera are part of a more significant trend affecting many video content platforms. In October 2022, Bloomberg Law reported the filing of over 50 such class action lawsuits. A notable case involved the Boston Globe, which settled for $5 million over similar allegations of VPPA violations through Meta Pixel usage.
The outcome of these lawsuits could significantly impact the online course industry and other video content providers. Key considerations include:
As these lawsuits progress, online course providers may need to adopt more transparent and robust privacy practices to avoid similar legal challenges. This could involve:
The class action lawsuits against Udemy, edX, and Coursera highlight the complexities and risks associated with using tracking technologies like Meta Pixel. As the legal landscape evolves, online course providers must prioritise user privacy and compliance to mitigate potential legal and reputational damages.
