Aylo, the parent company of popular adult website Pornhub, is facing a new legal challenge in a California federal court. A class action lawsuit alleges the company unlawfully shared user data, including video viewing history, with Google for targeted advertising purposes, violating the Video Privacy Protection Act (VPPA).

The lawsuit, filed on behalf of a class of plaintiffs led by a “Jane Doe,” names Aylo and its subsidiaries in the U.S., Cyprus, and Canada as defendants. The plaintiffs are represented by a coalition of law firms, including Phillips, Erlewine, Given & Carlin LLP; Clarkson Law Firm; and Glancy Prongay & Murray LLP.

Central to the complaint is the allegation that Pornhub misrepresented its data anonymization practices when sharing information with Google Analytics. While Pornhub claims user data is anonymized before being transferred to Google, the plaintiffs argue this is not the case, leading to potential privacy violations.

“Pornhub discloses that it shares data with Google in the same document that seeks to obtain user consent to other data collection,” the complaint states, highlighting the potential for misleading users regarding the extent of data sharing.

The lawsuit also challenges Pornhub’s terms of service, which mandate arbitration for U.S.-based users. The plaintiffs argue that Aylo has waived its right to arbitration by failing to pay the required fees, opening the door for the case to proceed in federal court.

Glenn A. Danas, a partner at Clarkson Law Firm, emphasized the importance of upholding established privacy principles in the digital age, stating, “This case seeks to ensure that Aylo’s conduct does not undercut well-established privacy principles.”

Aylo has declined to comment on the ongoing litigation, citing company policy. However, adult industry attorney Corey Silverstein expressed skepticism about the lawsuit’s chances of success, suggesting the defendants may file a motion to dismiss.

This lawsuit is not the first time Aylo has faced scrutiny over its data privacy practices. The company is also embroiled in similar litigation within the European Union, highlighting the growing global concern over online privacy and data protection.

The outcome of this case could have significant implications for the adult entertainment industry and online platforms in general, potentially setting a precedent for how user data is handled and protected in the digital realm. The case will be closely watched as it progresses through the legal system.