Video Privacy Protection Act (VPPA)

Remember that time you rented an embarassingly terrible movie from Blockbuster? (Okay, maybe it was a DVD... or you streamed it at home.) The Video Privacy Protection Act (VPPA) is there to make sure those movie nights (and your video viewing history) stay private.

Enacted in 1988, the VPPA is a US federal law that restricts the disclosure of personally identifiable information (PII) associated with video rentals and streaming services. Think of it as the guardian of your movie queue, protecting your entertainment choices from prying eyes.

What Does the VPPA Actually Protect?

The VPPA prevents "video tape service providers" from knowingly disclosing PII about a consumer's video viewing habits. This includes:

Personally Identifiable Information (PII): Information that can be linked to a specific individual, such as your name, address, or account number.
Video Tape Service Providers: This definition has broadened over time to include not just traditional video rental stores, but also streaming services, online video platforms, and even social media platforms that offer video content.
Disclosure: Sharing PII with third parties without consent.

Why is the VPPA Important?

The VPPA was enacted in response to concerns about the potential for misuse of video rental information.7 It aims to protect individuals' privacy and prevent their viewing habits from being used for discriminatory or harmful purposes.

Non-compliance with the VPPA can lead to:

Fines and penalties: Each violation can result in a penalty of up to $2,500.
Class-action lawsuits: Consumers can sue companies for VPPA violations, potentially leading to significant financial settlements.
Reputational damage: Privacy breaches can erode consumer trust and harm a company's reputation.

Who Needs to Comply with the VPPA?

Any "video tape service provider" that handles PII associated with video rentals or streaming services needs to comply with the VPPA. This includes:

Streaming services like Netflix, Hulu, and Disney+ (I know you're a fan! 😊)
Online video platforms like YouTube and Vimeo
Social media platforms with video content, like Facebook and TikTok
Even brick-and-mortar video rental stores (if any still exist!)

How Can Businesses Comply with the VPPA?

Obtain Consent: Get clear and unambiguous consent from consumers before disclosing their PII.
Implement Strong Security Measures: Protect PII from unauthorized access and disclosure.
Develop a Privacy Policy: Clearly inform consumers about your data collection and sharing practices.
Train Employees: Educate employees on VPPA requirements and best practices.16

Aetos Data Consulting Can Help:

Aetos Data Consulting provides expert guidance and support to help businesses navigate the complexities of the VPPA. Our services include:

VPPA compliance audits
Policy development and implementation
Training and awareness programs