Tesla Sued For Secretly Tracking Website Users’ Data With Pixel Trackers

Case Overview: A lawsuit filed in California accuses Tesla of embedding hidden pixel trackers on its website to collect and share visitors’ personal data with companies like Google and Twitter, allegedly without consent.

Consumers Affected: California residents who visited Tesla’s website and had their data tracked and shared by embedded pixel trackers.

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

Tesla secretly tracked and shared website visitors’ personal data without their knowledge or consent, a new lawsuit alleges in what is just the latest in a string of legal challenges for the EV giant. 

The lawsuit accuses the electric vehicle maker of embedding hidden “pixel trackers” on its website that funneled user information to Google, Twitter, and other third parties for advertising and profiling purposes.

Tesla Website Visitors Were Unknowingly Tracked

Peter Dawidzik, who filed the lawsuit, says he visited Tesla’s website while in California and had his information captured during the process. He argues he, and countless others, never consented to having browsing data collected and monetized. 

The complaint underscores how valuable data can be, citing studies valuing U.S. consumers’ browsing histories at around $52 a year and individual data points like birth dates, addresses, and Social Security numbers at anywhere from a few dollars to several hundred on the black market. 

By embedding these trackers, the lawsuit claims Tesla exploited user behavior for profit without permission, amounting to economic harm.

Pixel Trackers Allegedly Collected IP Addresses, Device Details, And Location Data

Pixel trackers, sometimes called web beacons, are nearly invisible snippets of code or images embedded in a webpage. When a visitor loads the page, the tracker quietly sends detailed information to outside servers. 

According to the complaint, Tesla’s site used tools run by Google Ads/DoubleClick, Twitter, and Optimizely. These trackers allegedly collected a wide range of data, including IP addresses, device details, screen resolution, page visits, scroll depth, mouse movements, and geolocation. 

The data could then be used to build behavioral profiles, fuel targeted advertising, and even feed into real-time ad auctions.

The lawsuit says such tools act as “pen registers” or “trap and trace devices,” terms historically used for phone call monitoring but now applied to online tracking. Under California law, companies cannot deploy these technologies without consent or a court order.

Other Companies Also Facing Lawsuits Over Secret Online Tracking Practices

Tesla isn’t alone in facing accusations of intrusive data practices. Lawsuits have recently hit a range of companies, from Hilton Hotels, accused of tracking users even after they opted out of cookies, to LifeLong Adoptions, which allegedly shared deeply personal information with advertisers. 

Weight-loss company Nutrisystem and pharmacy giants GoodRx and CVS have also been called out for secretly passing data to tech firms. GoodRx even agreed to a $25 million settlement earlier this year.

The Tesla suit aims to represent California residents whose browsers were affected by these trackers within the legal time frame. Dawidzik is suing for violations of California privacy and consumer protection laws, seeking damages, restitution, interest, and legal fees.

Case Details

• Lawsuit: Dawidzik v. Tesla, Inc.
• Case Number: 5:25-cv-01982
• Court: U.S. District Court Central District of California 

Plaintiffs' Attorneys

• Reuben D. Nathan (Nathan & Associates, APC)

Have you recently visited Tesla’s website and are concerned about hidden tracking? Share your thoughts in the comments below.