The state of Florida sued Netflix for deceiving its subscribers and not respecting their privacy

The Attorney General of Florida, James Uthmeier, has sued Netflix and accused the streaming platform of deceiving its subscribers by promising a privacy-focused, ad-free service while collecting detailed information about user behavior for years, including data linked to child profiles.

The 66-page lawsuit claims that Netflix built part of its corporate image by assuring consumers that paying a monthly subscription allowed them to avoid the surveillance and advertising model used by other major tech companies. However, Florida asserts that the company collected information about its users before launching its ad-supported platform in November 2022.

''Netflix told Florida families they could pay a monthly fee to escape the surveillance of big tech. That was false,'' Uthmeier stated while announcing the legal action. The Attorney General accused the company of collecting detailed information about children and families, designing features to keep minors in front of screens, and subsequently using that data to develop its advertising business.

The complaint questions statements made over the years by Netflix executives. The lawsuit cites, among others, claims from then-CEO Reed Hastings, who in 2020 stated that the company was not integrating user data and even claimed that Netflix did not collect information, presenting itself as a safe alternative to companies that exploit personal data through advertising.

Florida argues that those statements were misleading due to the extent of the information that Netflix allegedly collected. According to the lawsuit, the platform logs billions of subscriber interactions, including what content they watch, search for, pause, fast forward, rewind, skip, or abandon. It also allegedly collected information related to the devices used and the users' locations.

The state claims that this data was used to improve Netflix's recommendation systems and, subsequently, to support its expansion into digital advertising.

One of the main focuses of the lawsuit is Netflix's child profiles. Florida contends that the company promoted them as spaces specifically designed for children while continuing to collect and analyze their viewing habits using systems similar to those used in adult accounts.

The lawsuit also accuses Netflix of employing so-called ''dark patterns,'' designs or features that aim to influence user behavior. Among them is autoplay, which would be enabled by default in child profiles. According to Florida, this feature encourages longer viewing sessions and greater content consumption while generating more information about minors' behavior.

The state also questions the transformation of Netflix into an advertising company. After launching its ad-supported tier in November 2022, the platform allegedly allowed advertisers and ad tech companies to use subscriber information to target campaigns and measure their results.

Florida accuses Netflix of violating the state's Unfair and Deceptive Trade Practices Act and the Florida Digital Bill of Rights. Among the allegations is the alleged illegal use and disclosure of sensitive personal data collected from minors without obtaining the consent required by state law.

Uthmeier has asked the court to permanently prohibit the reported practices, order Netflix to delete information that Florida considers to have been obtained misleadingly, and prevent it from using historical subscriber data for its advertising business.

The prosecution also seeks for the company to delete behavioral data obtained through child profiles, abandon designs that allegedly aim to keep users connected for longer, and pay the civil penalties provided for by Florida law.