LinkedIn Secretly Tracks California DMV Website Users, Class Action Claims

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A proposed class action alleges LinkedIn unlawfully tracks and collects information about users without their knowledge or consent as they navigate certain parts of the California Department of Motor Vehicles’ (DMV) website.

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The 35-page LinkedIn class action lawsuit claims that when members visit DMV.CA.gov to apply for, renew or check the status of a disability placard, the professional networking platform secretly amasses “massive amounts” of private data revealed during these interactions, including at least their names, dates of birth, email addresses and disability information. 

According to the case, LinkedIn obtains this information through a snippet of tracking code—known as the LinkedIn pixel—embedded in DMV.CA.gov and uses it for targeted advertising purposes.

“Such information is extremely valuable to marketers and advertisers because the inferences derived from users’ personal information and communications allows marketers and advertisers, including healthcare providers and insurance companies, to target potential customers,” the lawsuit says.

Per the suit, the pixel also allows the defendant to link a user’s activity on the California DMV website with their corresponding LinkedIn profile.

“At no time did LinkedIn or the DMV disclose to [the plaintiff] or class members that LinkedIn was tracking the activities of its members on the DMV website, obtaining their personal information, or learning the contents of their communications with the DMV,” the complaint claims.

The filing argues that LinkedIn’s alleged data-tracking scheme violates the Driver’s Privacy Protection Act, a federal law that prohibits the company from knowingly obtaining an individual’s personal information from a motor vehicle driving record and using it for marketing purposes without their permission.

The lawsuit looks to represent any LinkedIn members who visited the California DMV website to apply for, renew or check the status of a disability placard.

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