Main Line Fertility Center, based in Pennsylvania, decided to pay individuals whose sensitive information was exposed to third parties through website tracking technologies. Main Line Fertility Center is one of the many healthcare providers that use third-party traffic monitoring tools and analytics code on its website, such as Meta Pixel. Although these tools allow website owners access to valuable information, their use is troublesome in healthcare because of the possibility of transmitting sensitive data to the developers of those tools. Subject to the manner and location of using these tools, it is possible to send personally identifiable information (PII) and protected health information (PHI) to third parties, which may be considered as a HIPAA violation.
Regarding Main Line Fertility Center’s case, it appeared to have deployed these tools without informing the patients or asking their permission, leading to the disclosure of individually identifiable information to third parties like Meta. Consequently, the fertility center is facing a Jane Doe v. Main Line Fertility, Ltd. lawsuit that was filed by an anonymous Jane Doe in the Court of Common Pleas of Philadelphia County, Pennsylvania. The lawsuit alleged that the usage of these tracking tools without informing or getting patient consent is negligence and a violation of the Pennsylvania Unfair Trade Practices Act. The lawsuit likewise stated claims of privacy violation, unjust enrichment, and breach of implied contract.
Main Line Fertility Center does not admit to any wrongdoing and submitted preliminary objections to the allegations on September 19, 2024. The court rejected the objections and directed Main Line Fertility Center to answer the plaintiff’s complaint, which was submitted on February 6, 2024. After investigative efforts and settlement negotiations, Main Line Fertility Center decided to take part in private mediation and reached an agreement on the material terms of a settlement. The finalized terms of the settlement have already received the court’s preliminary approval.
Just like other recent pixel-related settlements, class members will receive a cash payment and a Privacy Shield Pro product membership. Class members wanting to file a claim can opt to get a $35 cash payment, and when they file a valid and prompt claim, they will be given a code to sign up for the Privacy Shield Pro product membership. Main Line Fertility Center likewise consented to pay lawyers’ fees and expenditures, settlement management costs, and service awards for the class representatives.
The last day for excluding themselves from and objecting to the settlement is December 1, 2025. The last day to submit claims is December 29, 2025. The schedule of the final fairness hearing is January 6, 2026.
