Hilton Hit with Class Action Lawsuit for Violating Privacy Laws

Thousands of California residents used Hilton.com to book a stay at Hilton hotels in California and around the world. Unbeknownst to guests, the popular hotel chain disclosed their guest records to Meta in real-time. Now, these residents are taking a stand in a class action lawsuit. 

Dwoskin Wasdin leads the suit against Hilton, alleging that the hotel chain violated California privacy laws by installing Meta’s “Pixel” on its website, hilton.com, which unlawfully discloses guest records to Meta that identifies the guest in real life. Those records include booking details, such as destination, arrival and departure dates, and more. 

To make matters worse, the complaint details that the Meta Pixel falls under the category of Meta’s ‘Business Tools’, meaning that Meta reserves to the right to use the guest records collected by the Pixel for its own research and development purposes and to retarget the same users for its own marketing and advertising objectives.  

"Privacy is not just a privilege; it's a right. The use of hidden tracking technologies like the Meta Pixel by global companies like Hilton raises serious concerns for the state of consumer data privacy,” said Eric Dwoskin. “We intend to hold Hilton accountable for its unlawful business practices and, in the process, send a clear message about the repercussions of violating privacy laws, especially in states with enhanced protections, such as California.”