PRIVACY: U.S. Supreme Court rebuffs Facebook appeal in user tracking lawsuit.

The case centers on Facebook’s use of features called “plug-ins” that third-parties often incorporate into their websites to track the browsing histories of users. Along with digital files called “cookies” that can help identify internet users, the plaintiffs accused Facebook of packaging this tracked data and selling it to advertisers for profit.

Facebook said it uses the data it receives to tailor the content it shows its users and to improve ads on its service.

A federal judge dismissed the case in 2017 but the San Francisco-based 9th U.S. Circuit Court of Appeals in 2020 revived it, allowing the Wiretap Act and state privacy claims to go ahead.

“Facebook’s user profiles would allegedly reveal an individual’s likes, dislikes, interests and habits over a significant amount of time, without affording users a meaningful opportunity to control or prevent the unauthorized exploration of their private lives,” the 9th Circuit said in its ruling.

Hiding from users that they’re the product is the core of Facebook’s business strategy.