California Attorney General Rob Bonta has announced a $530,000 Sling TV privacy fine against Sling TV LLC and Dish Media Sales LLC, marking the first enforcement action from the Department of Justice’s (DOJ) 2024 sweep of streaming services for compliance with the California Consumer Privacy Act (CCPA).
The Sling TV privacy fine resolves allegations that the U.S.-based streaming service failed to make it easy for users to opt out of the sale of their personal data and did not provide adequate privacy protections for children. The company is also required to implement significant changes to how it handles user data and privacy requests.
Privacy Rights and Enforcement
The CCPA grants Californians several privacy rights, including the ability to know what data companies collect, to request deletion of personal information, and to opt out of the sale of their data. According to Attorney General Bonta, Sling TV violated these rights by creating confusing and burdensome procedures for consumers attempting to exercise their opt-out options.
“Californians have critical privacy rights,” said Attorney General Bonta. “We take privacy rights seriously, and Sling TV was not providing consumers an easy way to opt out of the sale of their personal data as required. My office is committed to the continued enforcement of the CCPA — every Californian has the right to their online privacy, especially in the comfort of their living room.”
How Sling TV Fell Short
Sling TV operates as an internet-based live TV service offering both paid and ad-supported options. Unlike traditional broadcasting, Sling uses viewer data such as age, gender, location, and income to deliver targeted advertisements. The DOJ’s investigation found that the platform’s privacy settings and opt-out mechanisms were difficult to navigate and ineffective.
Consumers seeking to opt out of data sales were directed to cookie preference settings, which did not actually prevent their information from being sold or shared. Even logged-in users, whose details were already known to Sling TV, had to complete lengthy web forms to process their requests. The company also lacked built-in opt-out options on streaming apps used on living room devices such as smart TVs.
Additionally, Sling TV failed to provide appropriate protections for minors. It did not offer dedicated kids’ profiles that would limit targeted advertising or require parental consent when users under 16 were likely watching.
Terms of the Sling TV Privacy Fine Settlement
Under the settlement, which is subject to court approval, Sling TV must make several key changes:
- Simplify the opt-out process: Consumers can no longer be directed to cookie settings when attempting to exercise CCPA rights.
- Reduce redundant steps: Logged-in users will not be required to provide information already available to the company.
- Expand accessibility: The opt-out feature must be available directly through Sling TV’s app across different devices.
- Enhance child protections: Parents will be able to set up “kid’s profiles” that automatically block targeted advertising and data sales.
- Improve disclosures: The company must give parents clear information and tools to safeguard their children’s privacy.
Broader CCPA Enforcement Efforts
The Sling TV privacy fine marks the fifth major settlement under California’s privacy law since it took effect. Earlier cases include Healthline Media ($1.55 million), Tilting Point Media ($500,000), DoorDash, and Sephora — all for violations related to consumer data and opt-out requirements.
Attorney General Bonta’s office has conducted multiple investigations across mobile apps, data brokers, and streaming platforms to ensure compliance with the state’s privacy law.
The Attorney General emphasized that enforcing privacy rights remains a priority as Californians increasingly rely on connected devices and streaming services.
