Two unidentified plaintiffs have filed a federal lawsuit against Atrium Health, alleging that the health system violated patient privacy by sharing sensitive information with Facebook and Google for targeted advertising. The lawsuit was filed on April 10 in North Carolina, claiming that Atrium Health’s website used Meta’s Pixel application, a background code that shares data with advertisers. This code not only collects browsing data like IP addresses but also has the ability to access typed-in form details, including user names and contact information.
Atrium Health allegedly removed the Pixel code following negative press and litigation against other healthcare companies for similar privacy violations. However, despite this, Atrium Health’s website currently does not disclose the use of Pixel. The health system mentions the use of “cookies and similar technology” to track online patient activity and recommend services and products to better understand the effectiveness of their content and marketing efforts. Additionally, advertisers may display targeted advertisements on third-party websites and social networks based on patients’ previous interactions with their website, as tracked by cookies and similar technologies.
