Augusta National Hit With Video-Privacy Suit Over Masters Clips

Augusta National Inc. shared the video-watching histories of visitors to its Masters.com website with Facebook in violation of the Video Privacy Protection Act, a proposed federal class action said.

Adam Labernik and Shane Doyle alleged that Augusta installed tracking technology provided by Meta Platforms Inc. on its website, allowing its Facebook unit to collect information about videos related to the Masters golf tournament watched by visitors without their knowledge or consent.

The VPPA prohibits providers of video content from sharing information with third parties linking consumers to the videos they have watched or requested, according to a complaint filed Monday in the US District Court for the Southern District of New York.

Other prominent sports-related entities that have become embroiled in VPPA litigation include New England Patriots LLC, NASCAR, the National Basketball Association, NFL Enterprises LLC, and MLB Advanced Media LP.

Augusta National didn’t respond immediately to a request for comment.

Augusta National uses the tracking tools to collect information about website visitors, develop comprehensive profiles of them, and serve them with targeted advertising, the complaint said.

The plaintiffs seek to represent a class of website subscribers who had their video-watching activities improperly disclosed to Facebook.

The plaintiffs are seeking statutory damages, injunctive relief, restitution, attorneys’ fees and costs, and pre-judgment interest.

Levi & Korsinsky LLP represents the plaintiffs and the proposed class.

The case is Labernik v. Augusta National Inc., S.D.N.Y., No. 1:24-cv-03058, case filed 4/22/24.