Recent VPPA Amendments Allowing for Easier Sharing of Viewer Preferences Could Also Mean Increased Litigation
In 2012, streaming entertainment accounted for almost half of peak Internet traffic. In 2013, the online viewing phenomenon continues to generate massive amounts of actionable information about named consumers, from interests to habits to schedule to mood. Until now, the Video Privacy Protection Act – launched in the heyday of VHS – has blocked companies who provide online video content from sharing subscriber histories with third parties, in almost any circumstance. As explained in President Signs Amendment to Video Privacy Protection Act, Ushering in a New Era for Widespread Sharing of Viewing Histories, the rules have now changed, presenting new opportunities for video platforms and advertisers, as well as new challenges to avoid becoming a target of the plaintiffs’ class action bar.
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