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Florida has sued Netflix, alleging the company secretly built a data-collection and advertising operation that swept up children's viewing habits despite years of marketing itself as a privacy-friendly, kid-safe platform.
The lawsuit claims Netflix tracked young users' devices, locations, and viewing behavior.
After introducing its ad-supported subscription tier in November 2022, the company allegedly shared and commercialized this behavioral data with third-party advertisers, without obtaining the parental or user consent required under Florida law.
Florida Attorney General James Uthmeier's suit alleges violations of state unfair and deceptive practices laws, seeking unspecified damages along with a court order that would bar Netflix from further collecting and monetizing user data and requiring changes to how its platform is designed.
Uthmeier has also taken legal action this year against TikTok and OpenAI over platform safety measures while choosing not to join a $17 billion multi-state settlement with Meta over allegations that it failed to safeguard young users.
James Uthmeier said parents complaining prompted his office to look into Netflix.
"If a company is going to be monitoring every single click and scroll and swipe, then you better put people on notice and be honest with them that there are going to be behavioral monitors and reactions based on the various things you're doing with the application," he said.
"So, in hearing from parents, we started looking at this. We looked at promises the company made that were violated, and it's very clear that they've opened up a very large advertising arm of the business, which they said they were not going to do, and unfortunately, have deceived parents."
The lawsuit isn't just seeking money; it also calls for Netflix to erase all Florida user data and remove the platform's addictive features.
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