Hunton Retail Law Resource

Retailers face growing privacy liability from commonplace website technologies such as cookies, tracking pixels, and similar analytics and marketing tools. Plaintiffs invoke the California Invasion of Privacy Act (“CIPA”) and the federal Electronic Communications Privacy Act (“ECPA”), statutes enacted decades before these technologies existed. These claims pose a heightened risk for retailers whose e-commerce operations depend on high-traffic websites and apps, real-time analytics, advertising technology, and customer-support chat features.