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Federal Judge Rejects California Invasion of Privacy Act (CIPA) Pixel Lawsuit Lacking Evidence of Genuine Privacy Harm

Federal Judge Rejects CIPA Pixel Lawsuit Lacking Evidence of Genuine Privacy Harm

Ecommerce Innovation Alliance

July 9, 2026

For the past several years, ecommerce businesses have faced an onslaught of lawsuits targeting the routine use of website analytics and advertising technologies. Plaintiffs' attorneys have increasingly relied on the California Invasion of Privacy Act (CIPA) to argue that common website tracking tools constitute unlawful surveillance, even when they collect only standard browsing information.  Many of these lawsuits have followed a familiar pattern: broad allegations, little evidence of actual harm, and significant pressure on businesses to settle rather than endure expensive litigation.…

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United Against CIPA Shakedown Lawsuits: EIA Continues Advocacy in Support of California Senate Bill 690

A Major Step Forward: SB 690 Advances Out of Committee to Curb CIPA Shakedowns

Ecommerce Innovation Alliance

July 6, 2026

We have important news to share in the fight against abusive California Invasion of Privacy Act (CIPA) litigation. On July 1, the California Assembly Committee on Privacy and Consumer Protection heard testimony on Senate Bill 690 (SB 690) and, after adopting a set of amendments authored by the bill's sponsor, voted unanimously to advance it. The amended version was re-referred to the Assembly Committee on Appropriations.…

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United Against CIPA Shakedown Lawsuits: EIA Continues Advocacy in Support of California Senate Bill 690

United Against CIPA Shakedowns: EIA Continues Advocacy in Support of California SB 690

Ecommerce Innovation Alliance

March 20, 2026

At the Ecommerce Innovation Alliance (EIA), we believe that business owners should be able to use standard, modern technology to serve their customers without living in fear of predatory lawsuits. Unfortunately, in California, a 1960s-era privacy law is being twisted into a tool for legal "shakedowns" that target legitimate ecommerce brands. …

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