Plaintiffs are making new use of an old statute, the Video Privacy Protection Act (VPPA), to challenge the use of pixel technology across a variety of websites that provide online video content. The VPPA was enacted in 1988 to protect the video viewing histories of customers of brick-and-mortar video rental providers. Over the years, litigants have sought to extend the VPPA to streaming services and, more recently, to any site offering video content, with consumer products companies, university sports programs, and health services websites as recent targets.
