WASHINGTON, D.C. — The Federal Trade Commission (FTC) has finalized a sweeping order against data broker Mobilewalla Inc., restricting its ability to collect and sell sensitive consumer location data. This decision follows allegations that the company violated consumer privacy by selling such information without obtaining verifiable consent.
The FTC’s complaint, initially announced in December, accused Mobilewalla of unlawfully tracking and selling sensitive location information, including data reflecting visits to healthcare facilities, places of worship, and other private locations. The case also marked the FTC’s first time alleging that collecting consumer data through online real-time bidding advertising exchanges without clear consent constituted an unfair practice.
Under the final order, Mobilewalla is barred from using or disclosing location data linked to sensitive sites such as religious organizations, LGBTQ+ venues, healthcare clinics, and labor union offices. The company is also prohibited from collecting data for non-auction purposes from real-time bidding exchanges. Additionally, Mobilewalla is restricted from misrepresenting the collection, use, or deidentification of consumer data and must cease claims that fail to accurately describe its data handling practices.
This action underscores the FTC’s commitment to enforcing stricter privacy protections in the data brokerage industry. By setting a precedent for how consumer consent must be handled in digital advertising, the order represents a significant warning to other companies engaged in the collection and sale of personal location data.
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