Meta is Facing a New Lawsuit for its Data-tracking Tool

Author: Rosalie B.

Most data should be kept private. However, it seems big companies are those who can’t avoid getting tempted to collect data for their advantage. Currently, Meta, which is well-known as Facebook’s parent company, faces new lawsuits for its violation of data privacy. 

According to The Verge, Meta, together with other US Hospitals, is being sued for their violation of the medical privacy law under the Health Insurance Portability and Accountability Act (HIPAA). 

Based on the medical privacy law, hospitals and healthcare organizations must ask for patient consent if they want to share personal information with outside groups.

The Markup published a report following how Meta violated that said medical law. The reports stated that Meta Pixel, the ad analytics tracking tool used by Facebook advertisers, could potentially be how Meta shared the medical data on Facebook.

Allegedly, Meta Pixel retains and secures sensitive information without authorization. Allegations revolved around the idea that the illegally collected information was for target advertising purposes. 

In short, the disclosing of data was for personal gain. Apparently, there was an instance where patients were presented with targeted ads that suited their medical conditions. The two lawsuits were filed in the Northern District of California. 

Plaintiff’s lawyers are trying to get those violations as class-action lawsuits and demanding jury trials at the same time. 

The plaintiff was not identified but described himself as a patient who has used a Baltimore health system’s portal where he accessed his medical data and connected with his medical provider.

Based on the plaintiff, the lawsuits are on behalf of patients. He pursues combined compensatory and punitive damages for breach of contract, a constitutional claim for invasion of privacy, and violation of the federal Electronic Communications Privacy Act, among other accusations.

Learning more about Meta Pixel 

Let’s go back to the basic information and know more about Meta Pixel and if Facebook really violated HIPAA. 

Meta Pixel is Facebook’s ad tracking tool. According to online reports, it is installed on about a third of 80,000 most well-known websites. Basically, it is highly popular and used with its primary advantage of allowing website owners to see the analytics from the ads they run. 

The tracking tool is automatically triggered when someone visits the website6+ it was installed on. 

When the site visitor is logged in to Facebook and also not using a browser that protects against third-party tracking, the tool sends information to Facebook. 

This is when the free ad tracking tool becomes alarming since not everyone knows how to use security measures to be protected online. Thus, the likelihood of many becoming a victim is high. 

Also, it is important to stress that, technically, Facebook is not subject to HIPAA. It is not a healthcare provider, after all. Nonetheless, there is the issue of legitimate scrutiny since it manages data. 

Final Thoughts

While some instances prove about disclosure of medical data, it is still challenging to make a judgment. Given how powerful Meta Pixel and Facebook are, there will always be a possibility if there is the intention. Overall, it is quite difficult for Meta to be free from bad stories and accusations against it.