Federal Judge Rejects CIPA Pixel Lawsuit Lacking Evidence of Genuine Privacy Harm
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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A Major Step Forward: SB 690 Advances Out of Committee to Curb CIPA Shakedowns
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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House GOP Bills Put Federal Preemption of State Data Privacy Laws Back on the Table
May 12, 2026
A new set of data privacy proposals from U.S. House Republicans is doing more than restarting the federal privacy debate—it is putting forward a concrete legislative framework that could override state laws and reshape how ecommerce businesses manage customer data nationwide. This is one of the most substantive federal privacy efforts in recent years—and one that directly intersects with long-standing concerns about regulatory fragmentation.…
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United Against CIPA Shakedowns: EIA Continues Advocacy in Support of California SB 690
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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California’s DROP Tool Is Now Live and It Changes the Data Landscape
February 23, 2026
California has launched a first-in-the-nation centralized data deletion privacy tool called the Delete Request and Opt-Out Platform(DROP). Developed by the California Privacy Protection Agency (CPPA), it is an online platform that allows Californians to submit a single request directing registered data brokers to delete their personal information and stop selling it. Starting August 1, 2026, data brokers must delete users data within 90 days of request.…
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California’s SB 923: What Expanded Data Deletion Rights Could Mean for Ecommerce
February 3, 2026
California Senator Josh Becker has introduced Senate Bill 923 (SB 923), the Expanding Privacy Rights Act - a proposed update to the state’s privacy framework that would expand consumers’ data deletion rights and add new requirements for how privacy requests by consumers are submitted. While SB 923 is not yet law, it has already attracted attention because it is sponsored by the California Privacy Protection Agency (CPPA) and could receive serious consideration as the legislative process moves forward.…
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