Florida Attorney General Takes Action Against Roku for Data Privacy Violations
Florida Attorney General James Uthmeier has initiated a civil enforcement action against Roku, Inc. and its Florida subsidiary, alleging violations of the Florida Digital Bill of Rights (FDBOR) and the Florida Deceptive and Unfair Trade Practices Act (FDUTPA). This legal action represents a significant landmark for Florida’s recently formed Office of Parental Rights, aimed at enhancing parental oversight of their children’s personal information amid the complexities of the digital landscape.
The Heart of the Complaint
In outlining the lawsuit, Attorney General Uthmeier expressed the importance of transparency regarding children’s personal information. He stated, “Florida families deserve to know what is happening with their children’s personal information. Parents — not technology companies — direct the upbringing of their children. We will hold any company that conceals or exploits that information accountable.” This statement sets a clear tone for the ongoing commitment to parental rights in the state.
Specific Allegations Against Roku
According to the filed complaint, Roku is accused of unlawfully collecting and selling sensitive data from its users in Florida. This includes crucial information such as children’s viewing habits, voice recordings, and precise geolocation data—all gathered without proper parental consent or adequate disclosure. The state alleges that Roku shared such data with advertisers and data brokers, including Kochava, which is currently facing its own legal challenges for controversial data sales practices.
Prosecutors argue that Roku’s approach to data collection has made it possible to reidentify individual users even if the data is thought to be anonymized. By combining various types of data—viewing preferences, voice interactions, and location records—Roku potentially enabled the tracing and profiling of individuals, including minors.
Scrutiny of Privacy Tools
The complaint goes further to critique Roku’s privacy tools, alleging that the company misrepresented the effectiveness of its privacy controls and opt-out options. Families may have been led to believe their information was safeguarded under these measures, when in reality it was not adequately protected.
Breaching Florida’s Digital Privacy Laws
The Florida Digital Bill of Rights was enacted to provide residents with greater authority over their personal data. This legislation mandates that companies obtain clear consent before collecting or selling sensitive information from minors and necessitates transparent practices regarding data collection and sharing.
Florida’s complaint asserts that Roku’s actions directly contravene these legal requirements. Remarkably, even when users sign up for children’s programming—an indication that they are minors—Roku is said to continue monitoring and processing their data. The lawsuit notes that four of Roku’s five most-searched programs in 2024 were aimed at children, highlighting the pervasive nature of data tracking and advertising aimed at younger audiences.
Implications and Objectives of the Lawsuit
Through this lawsuit, Florida seeks civil penalties, injunctive relief, and mandates that Roku enhance its transparency and parental control systems. The Attorney General’s office framed this legal pursuit as part of a broader initiative to “empower parents, protect children, and bring accountability to the digital marketplace.”
Roku, recognized as a leading digital streaming platform, serves over 145 million users nationwide, making this case particularly important for both consumers and regulators. The outcome may significantly impact the streaming industry’s approach to data privacy.
Growing Concern Over Data Practices
This lawsuit marks one of Florida’s first major enforcement actions under the Digital Bill of Rights, signaling the state’s commitment to combat what they perceive as manipulative data practices in the technology sector. The Attorney General’s office underscored that safeguarding children online remains a crucial priority. “We are sending a clear message — Florida will not tolerate companies that put profits above the privacy and safety of our children,” they stated.
As of now, Roku has yet to respond officially to the allegations, leaving many eager to see how this case unfolds within the broader context of digital privacy rights and consumer protection.
