Ubisoft, the gaming giant known for franchises like Assassin’s Creed, is facing a potential class action lawsuit for allegedly sharing user data without proper consent. The lawsuit, first reported by Bloomberg Law, accuses Ubisoft of sending personally identifiable information (PII) to Meta (formerly Facebook) through tracking software without informing or getting consent from users.
The complaint centers around Ubisoft’s use of Meta’s Pixel tracking software on the Ubisoft Store and Ubisoft+ services. According to the lawsuit, players who purchase games or subscribe to Ubisoft+ through the Ubisoft website have their personal data transferred to Meta, including information that could identify them and their purchase history. This data-sharing practice allegedly violates the Video Privacy Protection Act (VPPA), a U.S. law originally designed to prevent video rental companies from sharing customer data.
The VPPA, enacted in 1988, was intended to protect consumer privacy by prohibiting the sharing of PII without user consent. In 2013, the Act was updated to allow companies like Netflix to share users’ data with social media platforms, but only if explicit consent is given. The complaint against Ubisoft claims the company has not disclosed or sought user consent to share PII with Meta, which is why the lawsuit asserts the practice is illegal.
The Pixel tracking tool, which Ubisoft allegedly implemented on its website, collects data on user activity, such as searches, purchases, and downloads. The lawsuit claims this information is automatically sent to Meta whenever users interact with the Ubisoft Store or Ubisoft+ while logged into Facebook. The plaintiffs argue that Ubisoft knowingly placed the Pixel on its website for marketing purposes, gathering valuable data for targeted ads.
“Defendant does not disclose on the website that users’ personally identifying information is captured by Meta Platforms through the Pixel and transferred to Meta,” the complaint states. The lawsuit also emphasizes that users should be made aware of how their data is being shared, as data privacy is crucial when deciding whether to provide personal information to any service.
In response to these allegations, the plaintiffs are seeking a jury trial, financial compensation for affected users, and a court order to remove Meta’s Pixel from Ubisoft’s website unless proper user consent is obtained. As of now, the lawsuit has not yet achieved class action status, but if it does, it could involve a large number of users who interacted with Ubisoft’s services.
This legal case highlights the growing concern over data privacy in the gaming industry, where personal information is often shared for marketing purposes without clear disclosure or consent. The outcome of this lawsuit could set a significant precedent for how game companies handle user data and transparency moving forward.
