Best Buy class action overview:
- Who: Plaintiff Corlis Moon filed a class action lawsuit against Best Buy Co. Inc.
- Why: Moon alleges Best Buy sold customers’ personal information to third parties without notice or consent.
- Where: The Best Buy class action lawsuit was filed in Minnesota federal court.
A new class action lawsuit accuses the electronics giant Best Buy of secretly selling customers’ personal data to third-party advertisers without their knowledge or consent in violation of Virginia’s Personal Information Privacy Act (VPIPA).
Plaintiff Corlis Moon claims Best Buy collected personally identifiable information — including names, addresses, phone numbers and purchase histories — from shoppers at its Virginia retail stores and sold that data to outside companies for profit.
The Best Buy class action lawsuit alleges the retailer operates an advertising platform called Best Buy Ads, which allows brands to purchase customer data and run targeted ads directly to Best Buy shoppers.
Central to the allegations is Best Buy’s use of a data-sharing arrangement called a “data clean room,” operated by a company called LiveRamp, which combines Best Buy’s customer data with its own records to build detailed shopper profiles.
The Federal Trade Commission has warned that data clean rooms do not automatically prevent privacy violations and can be used to obscure harm to consumers.
Moon argues customers were never informed their data was being sold. “Nowhere throughout the buying process, not even in the Best Buy Privacy Policy, will a customer be provided with the proper notice required by the VPIPA,” the class action lawsuit alleges.
Data privacy lawsuit: Best Buy Ads profiles customers extensively
The Best Buy class action lawsuit details how extensively the company allegedly profiles its own customers’ data.
According to the lawsuit, Best Buy Ads claims to have 15,000 unique attributes it uses to enrich customer data, and boasts it can tie 93% of transactional revenue to specific individuals.
The complaint describes how Best Buy tracks a customer from their first interaction with a targeted social media ad through subsequent purchases and repairs.
Moon argues Virginia’s Personal Information Privacy Act prohibits merchants from selling purchaser data to third parties without notice — and that Best Buy violated this law without ever warning customers, even in its own privacy policy.
The class action lawsuit seeks $100 in statutory damages per violation per class member, injunctive relief, disgorgement of profits and attorneys’ fees.
Best Buy is currently facing another class action lawsuit accusing it of using fake reference prices on discounted items to lure in customers.
What do you think of the allegations made in this Best Buy class action lawsuit? Let us know in the comments.
Moon is represented by Robert K. Shelquist of Cuneo Gilbert Flannery & LaDuca LLP and Joseph I. Marchese and Ira Rosenberg of Bursor & Fisher P.A.The Best Buy class action lawsuit is Moon v. Best Buy Co. Inc., Case No. 0:26-cv-02381-JMB-DJF, in the U.S. District Court for the District of Minnesota.
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