The implications of the Video Privacy Protection Act (VPPA) have been thrown into sharp relief lately, thanks to lawsuits against companies using web tracking technologies on their sites. These technologies, which often carry video content, have prompted new legal action that corporate legal teams need to monitor closely.
a href=”https://www.jdsupra.com/legalnews/web-tracking-technology-breathes-new-9526892/” target=”_blank”>A recent report highlights the emergence of class-action lawsuits brought against website operators hosting videos, irrespective of whether the core service of the website involves video streaming. The argument is that these sites are infringing on users’ rights as laid out in the VPPA.
This development is particularly significant because many different types of websites host videos as a part of their content, not just streaming platforms. Hence, many businesses that might not typically expect to fall under the purview of the VPPA need to now reconsider their legal position and possible risks.
Ratified in 1988, the VPPA safeguards the privacy rights of individuals renting, purchasing or viewing video tapes or similar audiovisual materials. This has since been stretched to involve digital platforms. As a result of these new interpretations, companies delivering video content — whether that is their core business or not — must carefully evaluate their use of tracking technologies.
It is, therefore, essential for legal professionals operating in the corporate arena to understand the potential repercussions of web-tracking technologies under the VPPA. Companies need to scrutinise their practices, evaluate their use of technologies and construct strategies to mitigate risks, lest they fall foul of the law and become embroiled in costly and damaging litigation.