• I. Litigation Trends and Statutory Theories
• A. Ongoing Surge in Lawsuits
• B. Theories of Liability and Defenses
• II. 2025 Case Law Developments
• A. California and Federal Court Decisions
• B. Circuit Splits and Standing
• C. Notable Ongoing and Emerging Trends
• III. Legislative Developments
• IV. Practical Implications and Risk Mitigation
• V. Key Takeaways for 2025 and Beyond

Litigation targeting website tracking technologies—such as cookies, pixels, session replay, and analytics tools—remains a major risk for businesses in 2025 and beyond. Courts continue to shape the boundaries of liability, consent, and compliance, with California and federal courts issuing several pivotal decisions this year. The legal landscape is evolving, with new theories, defenses, and legislative proposals emerging.

• Numerous monetary demand letters, lawsuits and arbitration proceedings continue to involve allegations that website tracking tools violate privacy and wiretap laws, particularly the California Invasion of Privacy Act (CIPA), U.S. federal Wiretap Act, and U.S. federal Video Privacy Protection Act (VPPA). The volume of court actions and arbitration proceedings remains high, with California courts handling the majority of cases.
• Plaintiffs are expanding their focus to include generative artificial intelligence (AI) and chatbot tools, arguing that these systems “listen” to, or repurpose, user inputs without appropriate consent.

• Plaintiffs allege that session replay, chat features, cookies, pixels, and analytics tools constitute unauthorized “recordings” or “interceptions” of website communications.
• Claims often implicate third-party software providers as alleged co-interceptors, raising questions about third party liability and data sharing practices.
• Federal courts are increasingly requiring plaintiffs to show that they have standing to bring a claim in federal court because they suffered from an injury-in-fact, meaning an injury that is concrete, specific, and can be traced to the defendant’s conduct. If a plaintiff bringing a privacy-related claim cannot show concrete harm, in which the injury has a close relationship to a traditionally recognized harm, the plaintiff does not have standing to bring a claim. Thus, dismissals in California federal courts are more likely, making it a more favorable venue because of the heightened Article III standing requirement.

• Courts are split on how to interpret other parts of CIPA. There is ongoing disagreement among courts about what constitutes “contents of communications” and who qualifies as a third-party eavesdropper. The Ninth Circuit and district courts have debated, for example, whether a vendor providing tracking technology is a third-party eavesdropper (liable under CIPA) or merely an “extension” of the defendant (not liable).
• The Second and Sixth Circuits are split as to who qualifies as a “consumer” under the VPPA, affecting the scope of pixel-based litigation.
• Courts increasingly require plaintiffs to show individualized, concrete harm to establish Article III standing, resulting in more dismissals at the pleading stage.

• Plaintiffs continue to combine claims under CIPA §§ 631 and 632.7 with “trap-and-trace” allegations under § 638.51.
• The use of generative AI and chatbots are now subject to similar legal theories as traditional website tracking tools.
• Recent trends favor defendants where only metadata (like IP addresses) is collected, and where plaintiffs cannot show concrete harm.
• Affirmative consent mechanisms and privacy disclosures are increasingly central to defense strategies.

California Senate Bill 690, which was intended to exclude routine commercial tracking from CIPA’s scope, failed to advance in 2025 and is now a “two-year bill.” This leaves businesses with continued uncertainty and exposure to litigation risk. We can expect that if this bill passes, it will not go into effect until 2027. Further, the language regarding retroactive application has since been removed.

• Consent remains central: Courts are willing to entertain arguments that plaintiffs consented to tracking via privacy policies/notices or cookie banners, but defendants must show clear, affirmative consent.
• Standing and harm: Plaintiffs must allege concrete, individualized harm; mere statutory violations or routine collection of IP addresses are increasingly insufficient in California federal court.
• Third party management: Businesses should pass down compliance obligations to analytics and advertising software providers by contract.
• Monitor litigation and legislation: Stay informed with respect to ongoing cases and legislative proposals, especially in California and other states with active privacy litigation.

• The volume of website tracking litigation remains high, but courts are increasingly scrutinizing the sufficiency of plaintiff allegations and requiring concrete harm.
• Recent decisions in California state courts may signal a narrowing of liability, but federal courts and courts in other states remain divided.
• The legal landscape is unsettled, with new technologies (AI, chatbots) and evolving state legislative proposals shaping future risk.
• Businesses should prioritize clear affirmative consent mechanisms, robust privacy disclosures, and regular audits of tracking technologies.