Video Privacy Protection Act (VPPA)

What does the Video Privacy Protection Act mean?

VPPA stands for the Video Privacy Protection Act, a U.S. federal law enacted in 1988 to protect people’s video rental and viewing histories from unauthorized disclosure. The law was originally passed after concerns about the misuse of physical video rental records, but courts have since interpreted it to apply to digital streaming services, social media platforms that host video content, and websites that embed video players. Today, VPPA is relevant to businesses that collect, share, or process any information that can reveal what a user watched online. This includes websites using tracking pixels, embedded video tools, ad platforms, or analytics scripts that transmit viewing behavior.

How does VPPA work?

The VPPA prohibits video service providers from knowingly disclosing personally identifiable information (PII) linked to a person’s video viewing activities unless that person gives valid, informed, written consent. Courts interpret “video tape service provider” broadly, covering:

• Streaming services
• News or entertainment sites with video content
• Social media platforms with video feeds
• Any website offering on-demand or embedded video

VPPA consent requirements

For consent to be valid under the VPPA, it must be:

• Informed and written (digital consent counts)
• Provided before any disclosure occurs
• Capable of being withdrawn at any time Some platforms use one-time or blanket consent. VPPA allows this, but users must receive clear information about what is being shared and must have an easy way to opt-out.

Why this matters for digital services

As online video consumption has increased, so has the risk of sharing viewing data through technologies such as:

• Tracking pixels
• Video player cookies
• Third-party analytics
• Cross-site advertising integrations This makes VPPA a key legal framework for protecting video-related privacy, promoting transparency, and reducing the likelihood of unauthorized sharing with advertisers or data partners. Businesses that ignore VPPA requirements may be exposed to class-action lawsuits, particularly if video data is shared with third-party platforms without proper consent.

Why is VPPA important?

The rise of tracking pixels and analytics makes VPPA particularly relevant. Companies risk class-action lawsuits if they share user viewing data improperly.