Meta’s Pixel Cases Stir Trouble for Health Site Tracking Tools

Meta Platforms Inc. is facing legal scrutiny over allegedly targeting ads to people based on information about their health collected via code in hospital websites, drawing attention to potential digital gaps in patient privacy protections.

At least 664 hospital system or medical provider websites have sent data to Facebook via its Pixel tracking tool, alleges one complaint filed in California federal court by someone referred to as “John Doe.” Another complaint filed by “Jane Doe” claims that Facebook showed her targeted ads related to her heart disease and joint pain.

Both potential class actions raise the specter that care sites’ ...