Fertility Test Kit Provider Mira Secretly Shares Consumers’ Private Data with Advertisers, Class Action Lawsuit Alleges

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Fertility and women’s health monitoring platform Mira faces a proposed class action over its alleged use of website tracking technology to secretly disclose visitors’ private data to third parties, including Facebook and Google.

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The 71-page class action lawsuit accuses Quanovate Tech Inc., which does business as Mira, of plainly violating federal and state privacy laws by using tracking tools on MiraCare.com that quietly collect and share confidential consumer information with the social media and advertising giants.

According to the suit, the invisible tracking tools—which include the Meta (formerly known as Facebook) pixel, Google Analytics, Google DoubleClick, Google Tag Manager and numerous others—automatically transmit harvested data back to these third parties, which then use the information to turn a tidy profit through targeted marketing.

Despite the sensitive nature of the consumer information entered into MiraCare.com, which sells at-home fertility test kits and monitoring technology, the company’s secret data-sharing practices provide no anonymity to its visitors, the case alleges.

Per the complaint, when a customer accesses the website, the tracking tools disclose details about what items they click on or purchase, their IP address and their Facebook ID—a unique code linked to the individual’s social media profile. The filing contends that this data allows a third party to directly associate the visitor’s interactions on the website with their identity.

The suit charges that Mira does not disclose its use of tracking technology to customers, nor does it get their permission before sharing their personally identifiable information with unrelated third parties.

“What Mira has not publicly acknowledged is that customers would be unknowingly sacrificing their privacy by using its website,” the case asserts. “That is, Mira made the conscious and intentional decision to put its profits over the privacy of its users.”

The Mira lawsuit looks to represent anyone in the United States who used MiraCare.com to purchase human healthcare products to treat sensitive health conditions and whose private information was disclosed or transmitted to Facebook or any other unauthorized third party.

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