Toyota is the target of a proposed class action accusing the company of continuing to track visitors on Toyota.com after users clicked "decline" on the cookie banner. The complaint, filed by Brittany Conner in Los Angeles County Superior Court, alleges the use of fingerprinting and other tools that collect browsing data and device identifiers for targeted advertising. The case is part of a wave of CIPA litigation — OneTrust says there were 800+ such suits in 2025 — and could force clearer disclosures and stronger opt-out controls if plaintiffs succeed.
Toyota Sued Over Alleged 'Fingerprinting' — Suit Says Tracking Continued After Cookie Opt-Out
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Toyota is facing a proposed class action that alleges the automaker continued to track visitors to Toyota.com even after users clicked "decline" on the site's cookie banner. The complaint, filed by plaintiff Brittany Conner in Los Angeles County Superior Court, claims Toyota employed web-tracking tools and "fingerprinting" to collect browsing data, device identifiers and other information used for targeted advertising.
What the Complaint Alleges
The filing says third parties were able to gather browsing histories, device characteristics and online identifiers through technologies deployed on Toyota.com. The complaint specifically accuses Toyota of using fingerprinting — a method that builds a device profile by combining information from a browser and device to identify users even when standard third-party cookies are blocked.
Why Opting Out May Not Be Enough
Turning down traditional cookies does not necessarily stop fingerprinting or other less visible tracking techniques. That can leave visitors believing they have opted out of tracking while alternate tools continue to collect information behind the scenes.
Legal Context And Industry Impact
The lawsuit is part of a surge of litigation under California's Invasion of Privacy Act (CIPA), a 1967 anti-wiretapping statute that plaintiffs and lawyers increasingly use to challenge website tracking and online data collection. Privacy compliance firm OneTrust told media outlets that more than 800 CIPA suits targeted companies in 2025 alleging data collection without proper consent.
Recent Settlements: Several companies have already settled similar suits — Forbes Media reportedly agreed to a $10 million settlement in a proposed "trap-and-trace" class action, and the Los Angeles Times reached a $3.85 million settlement. Other defendants in related litigation have included DraftKings and the NFL.
Potential Consequences
If plaintiffs prevail, these cases could push businesses to review cookie banners, third-party advertising tools and analytics software, and to provide clearer disclosures and more meaningful opt-out mechanisms. The litigation highlights growing legal and reputational risk for companies whose privacy controls or disclosures do not match their actual tracking practices.
Toyota did not immediately respond to Fox Business' request for comment. Conner is represented by Pacific Trial Attorneys, which also did not immediately reply to requests for comment.
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