A proposed class action lawsuit claims Toyota continued tracking users’ devices after they opted out of cookies on Toyota.com, violating California privacy regulations.
The complaint alleges Toyota utilized “fingerprinting” technology to collect browsing data, device information, and online identifiers even after users declined third-party cookies via the site’s consent banner.
Lead plaintiff Brittany Conner asserts this practice infringes on privacy protections under California’s Invasion of Privacy Act (CIPA), a 1967 law increasingly applied to digital tracking disputes.
The same complaint notes Toyota’s cookies consent banner purportedly allowed users to reject tracking, yet the automaker allegedly deployed covert tools to gather data for targeted advertising.
Second image showing a Toyota dealership in San Bernardino, California, is displayed here with original attribution.
Privacy compliance firm OneTrust reports over 800 CIPA lawsuits in 2025, targeting firms accused of collecting data without consent. Recent settlements include Forbes Media paying $10 million and the Los Angeles Times agreeing to $3.85 million to resolve similar claims.
Toyota has not commented on the allegations, nor has Pacific Trial Attorneys’ lead plaintiff’s firm provided remarks.