A class action lawsuit accuses Mars Inc., the company that operates veterinary medicine giants Banfield and VCA, of allegedly improperly sharing their private information with Facebook-parent Meta through so-called tracking pixels installed on their websites.
The company "aids, employs, agrees with, and conspires with" Facebook "to eavesdrop on communications sent and received by Plaintiffs and Class members, including communications that contain sensitive and confidential information," says the lawsuit, filed in U.S. District Court for the Central District of California.
The lawsuit claims Mars did not receive consent to share that information, so the disclosures allegedly violated California's Invasion of Privacy Act.
Lead plaintiff Lizeth Jimenez of Huntington Park allegedly used the Mars website to schedule veterinarian appointments, purchase medications and review her pet's health records, the suit said.
"Although unaware at the time, Plaintiff Jimenez is informed and believes that Defendant assisted Facebook with intercepting her communications, including communications that contained confidential information about her pet’s veterinarian records," the lawsuit states. "Facebook sells advertising space by highlighting its ability to target users. Facebook can target users so effectively because it surveils user activity both on and off its site."
The suit seeks an injunction barring Mars from continuing to violate state law, financial damages and legal fees.
The plaintiffs are represented by Sarah N. Wescot of Bursor & Fisher P.A., of Miami.
Jimenez v. Mars Inc., U.S. District Court for the Central District of California, 2:23-cv-9610