Toyota Faces Lawsuit Over Online Tracking Practices
Toyota has become the latest company to be sued concerning its use of online tracking technologies, commonly known as cookies. This situation showcases the increasing legal challenges that businesses face when they rely on digital marketing and consumer data.
A class action lawsuit was filed in Los Angeles County Superior Court on Wednesday, claiming that Toyota violated California privacy laws by continuing to track users of Toyota.com despite their rejection of third-party cookies.
The lead plaintiff, Brittany Conner, asserts that Toyota installed tracking tools on users’ devices even after they opted out using the site’s cookie consent notice. The lawsuit indicates that this technology enabled third parties to gather data such as browsing habits, device details, and online identifiers, which are typically used for targeted advertising.
The complaint mentions that the tracking method involves a technique called “fingerprinting.” This allows websites to identify users by merging data related to their device and browsing history, even if they’ve declined traditional tracking cookies.
Toyota’s websites provide consent banners, giving visitors the option to accept or decline various tracking technologies. However, the lawsuit alleges that the company continued to implement tracking mechanisms even after users chose to “decline.”
This legal action is part of a broader trend of increasing lawsuits under the California Invasion of Privacy Act (CIPA). Originally enacted in 1967 to prohibit wiretapping, the law has increasingly been used to challenge online tracking methods and data collection practices in recent years.
Reports indicate that over 800 CIPA lawsuits were registered in 2025, targeting firms over claims of unauthorized consumer data collection, according to privacy compliance organization OneTrust.
Recently, several companies have settled similar lawsuits. For instance, Forbes Media agreed to a $10 million settlement related to a “trap and trace” class action lawsuit, while the Los Angeles Times settled for $3.85 million.
The lawsuit also highlights a claim regarding tracking practices tied to sports websites, including DraftKings and the NFL.
Conner is represented by Pacific Trial Attorneys, although they have yet to respond to requests for comments regarding the lawsuit. Similarly, Toyota has not provided any immediate response to these allegations.
