Florida lawsuit says Netflix used kids’ profiles to collect behavioral data and fuel ads
TALLAHASSEE, Fla. —
Florida Attorney General James Uthmeier has filed a lawsuit against Netflix, alleging the company misled families by promising a paid, ad-free service that would not collect or sell their data, only to track children on kids’ profiles and launch an advertising business.
“Netflix told Florida families they could pay a monthly fee to escape Big Tech surveillance. That was false,” Uthmeier said. “Netflix collected detailed data on children and families, designed its product to keep kids watching, and then commercialized that information to launch the advertising business it promised never to build. Parents, not corporate executives, direct the upbringing of their children. Netflix should expect to be held accountable.”
According to the complaint, Netflix’s chief executive previously told the public, “We don’t collect anything,” and described the platform as a “safe respite” where families could “relax and have none of the controversy around exploiting users with advertising.”
The lawsuit alleges these statements were a bait-and-switch. The state claims Netflix records billions of behavioral events, including what devices Floridians and their children use, their locations, and their viewing habits—such as what content they watch, pause, rewind, search, skip, and abandon. This data is allegedly used to train algorithms and support advertising efforts.
The complaint also accuses Netflix of misleading parents about its kids profiles, which are marketed as a child’s “own space,” “Great for kids,” and intended for ages 12 and under. Netflix assures parents it does not engage in behavioral advertising on kids profiles, but the lawsuit claims this is a half-truth, as the company still collects and analyzes children’s viewing behavior through the same systems used for adults.
After launching ads in November 2022, Netflix allegedly opened Floridians’ data to commercial data brokers and advertising platforms, enabling advertisers to target users based on life stage, income, and household composition. The complaint states Netflix failed to obtain the consent required under Florida law.
The lawsuit charges Netflix with violating the Florida Deceptive and Unfair Trade Practices Act and the Florida Digital Bill of Rights, including selling sensitive personal data collected from children without prior consent. The attorney general is seeking a permanent injunction, an order requiring Netflix to purge data deceptively collected from Floridians, an end to dark-pattern designs that keep children watching, civil penalties, and other relief authorized by Florida law.
This legal action is part of Florida’s broader effort to protect children, empower parents, and hold Big Tech accountable.
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