Puma Class Action: Company Accused of Sharing User Data with TikTok

Case Overview: A class action lawsuit claims Puma secretly shared user data with TikTok without consent, violating California's track and trace laws.

Consumers Affected: Consumers in California who visited Puma's website.

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

Puma is violating California’s data privacy laws by using TikTok software on its website to secretly collect and share visitors’ data without consent, a new lawsuit claims. 

The lawsuit claims Puma used TikTok’s “fingerprinting” technology to gather extensive information about website users and share it with TikTok for de-anonymization purposes, while failing to get visitors’ consent to the data collection and sharing process.

Puma Secretly Shares User Data with TikTok, Lawsuit Claims

California resident Travis Rounds filed the proposed class action lawsuit, alleging that Puma captured his data during visits to its website without his knowledge or consent. The lawsuit states that TikTok’s software collected information about Rounds’ device, browser, location, and website activity as soon as he landed on the site.

Even though Puma’s website features a “cookie banner,” the lawsuit argues that TikTok’s scripts had already transmitted user data to TikTok by the time visitors could accept or decline cookies. Rounds claims this practice is a clear breach of privacy and California’s track-and-trace regulations.

Tracking Technology Violates California Law, Lawsuit Alleges

The lawsuit centers on Puma’s use of TikTok’s AutoAdvanced Matching technology, which identifies website visitors by collecting detailed data. The software scans web pages for personal information, including names, dates of birth, and addresses, and sends this information directly to TikTok.

California’s Penal Code defines a “trap and trace device” as a tool that captures incoming electronic impulses to identify their source without accessing the content of communications, according to the lawsuit. 

TikTok’s software functions as such a device, Rounds claims, by sending data from Puma’s website to TikTok in real time. The collected data lets TikTok link anonymous visitors to existing profiles, creating a detailed picture of user behavior.

The lawsuit also argues that visitors are never informed about this data-sharing process, which could also involve collaboration with foreign companies.

Other Companies Face Scrutiny Over Data Privacy Practices

Puma isn’t alone in facing scrutiny over digital privacy practices. Companies including Condé Nast, Paramount, and Home Depot have all faced similar allegations from consumers. 

Condé Nast is accused of secretly collecting user data on websites like The New Yorker and Wired through tracking technologies that send information to third-party advertisers. Paramount faces allegations of sharing users’ private streaming data with Facebook and TikTok without consent, while Home Depot was sued for allegedly using AI tools to record customer calls without proper disclosure.

In his lawsuit against Puma, Rounds wants to represent California consumers in his allegations the company violated the state’s track and trace laws. He is seeking injunctive relief, damages, interest, fees, and costs.

Case Details

• Lawsuit: Rounds v. Puma North America, Inc., et al.
• Case Number: 2:24-cv-09468
• Court: U.S. District Court for the Central District of California 

Plaintiffs' Attorneys

• Robert Tauler (Tauler Smith LLP)

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