A proposed class action lawsuit accuses Toyota of tracking visitors on its American website even after they clicked the "decline" button on the cookie banner.
Lead plaintiff Brittany Conner filed the suit last week at the Los Angeles County Superior Court, alleging that Toyota deployed tracking technology regardless of users' cookie preferences.
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Fingerprinting Without Consent
The complaint centers on device fingerprinting, a method that assembles browsing and device characteristics into a unique identifier.
According to the filing, Toyota used this technique after visitors selected "decline" on the consent banner.
Conner claims that third parties received users' browsing activity, device details, and online identifiers for targeted advertising, despite the rejection of cookies.
The lawsuit is built on the California Invasion of Privacy Act (CIPA), a 1967 law originally addressing wiretapping.
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Plaintiffs' firms have repurposed it for modern website tracking, with over 800 CIPA suits filed in 2025 alone, according to Fox Business.
Toyota is not alone in facing such claims.
Forbes Media settled a similar "trap and trace" case for $10 million two months ago, while the Los Angeles Times paid $3.85 million to resolve its own tracking lawsuit.
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Pacific Trial Attorneys, representing Conner, did not respond to requests for comment. Toyota has also remained silent on the matter.
