PUMA.com Transmits Visitors’ Personal Data to TikTok Without Consent, Class Action Lawsuit Claims
Last Updated on January 21, 2025
Rounds v. PUMA North America, Inc. et al.
Filed: November 1, 2024 ◆§ 2:24-cv-09468
A class action alleges PUMA North America, Inc. has unlawfully disclosed website visitors’ personal data to TikTok without their knowledge or consent.
A proposed class action lawsuit alleges PUMA North America, Inc. has unlawfully disclosed website visitors’ personal data to TikTok without their knowledge or consent.
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According to the 10-page lawsuit, the footwear and apparel retailer utilizes tracking software provided by TikTok that is designed to record a visitor’s every interaction on PUMA.com and collect personal information, including geographic data and the details about their device and browser.
The class action suit claims the software, which automatically begins to transmit information as soon as a user accesses the website, enables TikTok to determine a visitor’s identity through a process called “fingerprinting.”
“Put simply, the TikTok software collects as much data as it can about an otherwise anonymous visitor to the website and matches it with existing data TikTok has acquired and accumulated about hundreds of millions of Americans,” the case describes.
The complaint accuses PUMA of violating consumers’ protected privacy rights by failing to obtain authorization before using tracking technology to disclose their personal information to the social media giant.
In addition, the lawsuit against PUMA contends that the company has breached a California law that prohibits the use of a “trap and trace device”—a tool that captures data about the source of incoming electronic communications—without first acquiring a court order.
The lawsuit looks to represent anyone in California who, within the applicable statute of limitations period, communicated with PUMA via the chat feature on PUMA.com and had their communications recorded and/or eavesdropped upon without prior consent.
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