Facebok is Being Sued for Using a Data-Tracking Technology that Violates Patients’ Privacy

Author: Edeh Kelechi

The parent company of Facebook, Meta, is being sued in the US for using a data tracking technology that violates patients’ privacy. According to two proposed class-action lawsuits filed in California, Facebook received health-related data from major US hospitals via a tracking tool called Meta Pixel.

Without their consent, this tool gave Meta access to millions of people’s sensitive medical information, which she then exploited to offer Facebook advertising for specific medications and treatments.

This article provides more information about these allegations against Meta.

Let’s get right into it!

When was the Lawsuit Filed?

The suit, filed in July in the Northern District of California, is the second to charge US hospitals with violating HIPPA by disclosing confidential patient information to Meta.

According to the complaint, these institutions accessed patients’ password-protected portals via the Meta Pixel tool, which businesses can embed on websites. And they shared the confidential health records that Meta later sold to Facebook advertisers and marketers.

What is Meta Pixel?

Businesses can measure and create audiences for ad campaigns with the Meta Pixel tool.

How many Hospitals are Involved in this Lawsuit?

According to an investigation by The Markup, 33 of the top 100 hospitals in the country employ Meta Pixel, and about seven of these hospitals set up the tool on password-protected patient portals.

The investigation results revealed that the tool was sharing details on individuals’ medical histories, drug allergies, and doctor’s appointments on Facebook.

One of these complaints involves a patient who alleges they began to see customized adverts for drugs meant to treat their knee and heart ailments. They further assert that only the University of California, San Francisco Medical Center’s private patient portal had access to the data.

What law did Meta Break?

Health organizations must obtain patient consent before disclosing individually identifiable health information to other parties under the medical privacy regulation known as HIPPA. 

But according to Meta, before sharing data with Facebook, groups implementing the Meta Pixel must have the legal authorization to do so. Additionally, Meta asserts that it removes delicate health information.

Although the company allegedly has these policies in place, these lawsuits assert that it is wilfully failing to enforce them. 

Furthermore, despite understanding that Facebook would use the Meta Pixel tool to capture sensitive patient data, hospitals decided to place it on their websites.

The Verge reports that a judge must certify the cases as class actions before the case can proceed. If one is successful, they might file a lawsuit for damages on behalf of every Facebook user whose hospital used the Meta Pixel tool.

Key Takeaway

A recent lawsuit accuses Meta of using people’s medical data without consent to provide tailored Facebook adverts. This lawsuit is the second recent complaint accusing hospitals of disclosing private patient information to Facebook. An investigation also revealed that a Facebook user received personalized adverts for drugs to treat their knee and heart ailments based on their hospital patient portal.

Have you ever had a similar experience with Facebook? Let’s hear it in the comments.