Alex and Ani Accused of Secretly Sharing Customer Data With TikTok

Case Overview: A class action lawsuit claims Alex and Ani secretly collected and shared customer data with TikTok without consent, violating California privacy laws.

Consumers Affected: Consumers in California who visited Alex and Ani's website and had their data collected and shared.

Court: U.S. District Court for the Central District of California

Jewelry brand Alex and Ani is facing accusations that it secretly collected and shared customer data with TikTok. A recently filed lawsuit claims the company embedded tracking software on its website, allowing the social media platform to gather information from visitors without their consent.

The complaint, brought by California resident Milan Hassid, alleges that shoppers had no idea their device details, browsing habits, and geographic locations were being sent to a third party. The case argues that this data collection violates state privacy laws and calls for compensation for affected consumers.

Alex and Ani Accused of Secretly Sharing Customer Data with TikTok

Shoppers browsing Alex and Ani’s website may not have realized that their activity was being monitored. According to the complaint, TikTok’s tracking software operated on nearly every page, recording details such as device type, browser version, referral sources, and the specific pages viewed.

“The TikTok Software runs on virtually every page of Alex and Ani’s website, sending to TikTok images of every website user’s interest in Defendant’s services,” the complaint states.

Hassid argues that the retailer never informed customers about this practice or gave them an option to decline participation.

Lawsuit Alleges Alex and Ani Violated California Privacy Laws

California law requires businesses to obtain consent before installing tracking software that records consumer interactions. The complaint claims that Alex and Ani violated these rules by automatically collecting and sharing data without first notifying users.

“Defendant did not obtain Class Members’ express or implied consent to be subjected to data sharing with TikTok for the purposes of fingerprinting and de-anonymization,” the lawsuit states.

The term “fingerprinting” refers to a method of tracking users based on unique device characteristics, which makes it possible to identify individuals even if they clear cookies or use private browsing modes.

How This Affects Shoppers

Customers expect a secure shopping experience when visiting a retailer’s website. The lawsuit argues that Alex and Ani’s alleged data collection exposed visitors to tracking without their knowledge, allowing TikTok to build detailed profiles on them.

Personalized advertising often relies on this type of tracking, but the complaint suggests that users should have been made aware that their data was being shared. Some consumers may not mind targeted ads, but others may be uncomfortable knowing that their browsing habits, location, and device information were being sent to a third-party platform.

Hassid claims that if he had known about the data-sharing, he may have made different choices when visiting the retailer’s website.

Other Companies Face Similar Lawsuits Over Data Sharing with TikTok

Alex and Ani isn’t the only brand under fire for allegedly sharing consumer data with TikTok.

In November, Puma was hit with a lawsuit accusing the company of using tracking software to collect website visitor data and transmit it without consent. The complaint claimed that Puma gathered information such as device fingerprints and shared it with TikTok to identify users.

Online therapy provider Talkspace faced similar allegations in September. The lawsuit accused the company of embedding TikTok’s tracking software on its website, which allegedly collected personal details—including medical information related to minors—without user permission.

In the Alex and Ani data privacy class action lawsuit, Hassid is asking the court to grant financial compensation to affected consumers and prevent Alex and Ani from continuing these data-sharing practices. He is seeking to represent a California class of shoppers whose identifying information was allegedly sent to TikTok without their knowledge.

The lawsuit demands a jury trial and requests statutory damages, declaratory relief, and an injunction requiring the retailer to remove TikTok’s tracking software from its website.

Case Details

• Lawsuit: Hassid, et al. v. Alex and Ani LLC
• Case Number: 2:25-cv-00679
• Court: U.S. District Court for the Central District of California

Plaintiffs' Attorneys

• Robert Tauler and Narain Kumar (Tauler Smith LLP)

Have you shopped on Alex and Ani's website? What are your thoughts on this lawsuit? Share your opinion in the comments below.