The Supreme Court heard oral arguments Wednesday in Salazar v. Paramount Global, a case examining whether the 1988 Video Privacy Protection Act covers the disclosure of viewing data by streaming and online video services to third-party advertisers.

The law, enacted after the publication of Supreme Court nominee Robert Bork's video rental records, prohibits video tape service providers from knowingly disclosing personally identifiable information about consumers' audiovisual materials without consent. It was updated in 2013 to address certain digital practices but remains rooted in the physical rental era.

Plaintiff Michael Salazar sued Paramount Global in 2022, alleging that the company's 247Sports website violated the law by using a Facebook Pixel that automatically shared his Facebook ID and video viewing history while he watched sports clips through a free newsletter subscription. Salazar claimed the data enabled targeted advertising.

Lower courts split on the key question of whether a "consumer" under the statute must obtain audiovisual goods or services specifically, or whether any interaction with a video service provider suffices. The Sixth Circuit ruled against Salazar, while other circuits reached differing conclusions, prompting the Supreme Court to grant review in January 2026.

Paramount argues that extending the law to all services offered by video providers would transform a narrow 1980s statute into a broad internet privacy regime, exposing routine advertising practices to massive class-action liability and threatening free online content supported by targeted ads. The company contends Salazar seeks a windfall by stretching the law beyond its original focus on video rental histories.

Salazar maintains that Paramount qualifies as a video tape service provider and that the disclosures occurred without consent, consistent with the statute's text protecting consumer privacy in audiovisual materials.

A ruling is expected by June 2027. The case has drawn attention from businesses reliant on digital advertising and privacy advocates concerned about data practices in the streaming age.