Healthline Pays $1.55M for CCPA Violations
The world’s most popular health & wellness website recently made headlines after being accused of violating California’s consumer privacy laws: Healthline Pays $1.55M for CCPA Violations. Healthline was accused of violating the California Consumer Privacy Act (CCPA), and the $1.55 million fine represents the largest monetary penalty ever issued for a CCPA violation. The settlement followed an investigation by the California Department of Justice which determined that Healthline invaded the privacy of consumers by (1) using online tracking technology to harvest data from visitors to the healthline.com website, and (2) failing to allow consumers to opt out of targeted advertising.
To learn more about the Healthline CCPA settlement, keep reading this blog.
Healthline.com Is a Popular Website That Provides Health & Wellness Articles
Healthline Media LLC operates the healthline.com website, which is marketed as a source for “medical information and health advice you can trust.” The website ranks as one of the top 40 most-visited websites globally, and it reportedly gets 6.5 million monthly visitors in California alone.
The Healthline.com website includes articles and blogs with information about nutrition, physical health conditions & treatments, mental health topics, and general health & wellness guidance. These articles may be available to the public for free – but they still come at a cost to consumers.
How Does Healthline Make Money?
Healthline generates substantial revenues from advertisements that appear next to the free articles. When these ads are targeted at a particular user, they can be even more profitable. That is why the personal data that Healthline was accused of unlawfully collecting from individuals became such an issue: the consumer information being harvested and shared by the company was extremely valuable.
California Department of Justice Investigates Healthline for CCPA Violations
The investigation into Healthline’s alleged consumer privacy violations was conducted by the California Department of Justice. Investigators determined that Healthline failed to give consumers the ability to opt out of targeted advertising, which is a violation of the California Consumer Privacy Act (CCPA). Additionally, investigators found that Healthline shared consumers’ sensitive personal data without any of the online privacy protections mandated by the statute.
Healthline Accused of Violating California Consumer Privacy Act (CCPA)
The California Department of Justice complaint filed against Healthline accused the company of multiple violations of the CCPA:
- Failing to Offer Functioning Opt-Outs: The complaint against Healthline alleged that the company kept selling users’ personal information even after the users had opted out of data sharing on the website. This is a direct violation of the CCPA because the law explicitly allows consumers to opt out of the sale or sharing of their data for targeted advertising.
- Violating the CCPA’s “Purpose” Limitation: The CCPA states that personal information collected for one purpose cannot later be used for a completely different purpose. But that is exactly what happened with Healthline: the company allegedly disclosed health-related data for targeted advertising purposes by sharing article titles that suggested consumers were diagnosed with specific medical conditions.
- Selling or Sharing Personal Data Without Restrictions: Healthline’s contracts with third parties allegedly grant those companies broad use of consumers’ personal data “for any purpose.” This is a violation of the CCPA, which requires companies to ensure that advertising contracts contain privacy protections for users’ data. It is Healthline’s responsibility to ensure that third-party companies comply with the law.
Healthline Accused of Violating California’s Unfair Competition Law (UCL)
The complaint against Healthline also alleged that the company violated California’s Unfair Competition Law (UCL) by “deceiving consumers about privacy practices.” The UCL explicitly prohibits companies from engaging in deceptive business practices. Healthline allegedly violated this guiding principle of the consumer protection law by failing to disable tracking cookies from the website’s “consent banner” even after a user unchecked a box on the banner.
California AG: Healthline Used Online Trackers to Harvest Consumer Data
One of the problems with the Healthline website is that it uses online trackers such as cookies and pixels. This means that anytime a person views an article on the website, their personal data may be collected and then shared with third parties.
According to the California Attorney General’s Office, the trackers used by Healthline “run invisibly in the background in the first milliseconds when a webpage loads.” Investigators found that Healthline was using dozens of these online trackers to harvest consumer data.
California AG: Healthline Failed to Honor Consumer Opt-Out Requests for Targeted Advertising
The California Consumer Privacy Act (CCPA) mandates that companies must give consumers the opportunity to opt out of having their personal information shared for the purpose of targeted marketing.
Although the Healthline website included an opt-out feature, the company was accused of failing to honor user requests to prevent targeted advertisements. The California Attorney General reportedly tested the Healthline website by attempting to opt out of targeted ads, but the site did not allow him to do so. According to the complaint filed against Healthline, the website continued to share users’ personal data even after the opt-out request was submitted.
The Healthline site gives users three options to opt out of data sharing:
- A “Do Not Sell or Share My Personal Information” button.
- An Opt-Out Preference Signal.
- A “cookie banner” that manages privacy settings on the site.
California authorities said that even utilizing all three opt-out options failed to stop Healthline from sharing users’ personal data. After a “triple opt-out,” investigators still found that 118 cookies related to third-party advertisers were accessed and transmitted.
Healthline Shared Consumers’ Health Data with Third Parties
Authorities also determined that Healthline improperly shared users’ personal data with third parties. This invasion of privacy is particularly harmful in the context of the Healthline website because the data often contains information about serious medical conditions that the consumer might suffer from.
The personal data shared by Healthline with third-party companies reportedly included information about which articles the user accessed on the website. Considering the nature of the healthline.com site, this kind of information can be extremely sensitive: some of the data shared with third parties included article titles like “Newly Diagnosed with HIV?” and “The Ultimate Guide to MS for the Newly Diagnosed.”
This information could be used by data brokers to create individual consumer profiles with sensitive health information. In fact, one type of targeted advertisement strategy allegedly utilized by Healthline is known as “cross-context behavioral advertising.” This involves a company collecting a user’s online activity and history to create a profile, and then later accessing that profile to determine exactly which kinds of advertisements are likely to interest the user. For example, one investigator viewed a Healthline article about Crohn’s disease and later received targeted advertisements about a medication to treat the illness.
Settlement: Healthline Ordered to Pay $1.55 Million Fine for California Consumer Privacy Violations
Healthline ultimately reached a settlement with the California Department of Justice and agreed to pay $1.55 million in civil penalties. This is the single-largest penalty in the history of the California Consumer Privacy Act (CCPA).
Another prominent part of the settlement is injunctive relief for victims of Healthline’s violations. The injunctions include:
- Healthline must ensure that any opt-out mechanisms on the company’s website are functional and will process user requests to opt out of the sharing of personal data.
- Healthline is prohibited from selling or sharing any personal data that would indicate that the user accessed a “Diagnosed Medical Condition Article.”
- Healthline must disclose that they are using consumers’ sensitive personal information, and they must give consumers the ability to limit how their data is used.
- Healthline must comply with the CCPA going forward. This means that the company has to provide notice that they are sharing consumers’ personal information with third parties.
- Healthline must implement a compliance program that audits third-party contracts and maintains accurate website disclosures. The company will also be required to submit annual reports to the Office of the California Attorney General, and those reports should indicate whether Healthline is actually processing consumers’ opt-out requests.
Consequences of Healthline Settlement
California Attorney General Rob Bonta issued a statement announcing the Healthline settlement. Bonta highlighted the importance of the California Consumer Privacy Act (CCPA) and pointed to the “critical privacy rights” that residents are granted by the law. Bonta added that “California continues to lead the nation in enforcing our robust privacy protection law, and businesses that collect consumer data must honor consumers’ privacy rights.”
The Healthline settlement could also have far-reaching consequences for how health information is treated by the California Privacy Protection Agency. That’s because sensitive health data may face heightened scrutiny going forward when it comes to protecting consumers against data breaches and unauthorized data sharing. This is especially likely when the health information is shared for the purposes of targeted advertising.
Other California Consumer Privacy Lawsuits Against Healthline
Despite the settlement, Healthline is still the defendant in multiple lawsuits for violations of the California Invasion of Privacy Act (CIPA). Healthline has been sued in federal court (class action lawsuit) and in California state court (individual claim), with the plaintiffs in both cases alleging that the company unlawfully used tracking technology on its website.
Contact the Los Angeles Data Privacy Attorneys at Tauler Smith LLP
Are you a California resident who visited the Healthline.com website or any other website? Then it’s possible that you were the victim of a data privacy violation that exposed your sensitive personal information. The Los Angeles consumer protection lawyers at Tauler Smith LLP represent plaintiffs in both state and federal court. We can help you protect your personal information against data breaches and get you financial compensation.