FTC Cracks Down on Data Brokers Over Unlawful Tracking Practices

Mobilewalla and Gravy Analytics face restrictions and data deletion orders for collecting and selling sensitive location data without consent.

The FTC announced settlements with Mobilewalla and Gravy Analytics for allegedly collecting and selling sensitive location data without proper consumer consent.
The companies are accused of tracking individuals at protected locations, including churches, military bases, and medical facilities, and selling this data for advertising, law enforcement, and political purposes.
The proposed orders prohibit the companies from collecting or selling sensitive location data, require them to delete previously collected data, and introduce new restrictions on their practices.
This marks the first time the FTC has targeted the use of real-time ad auctions to harvest location data, declaring such practices unlawful.
The settlements come as FTC Chair Lina Khan accelerates enforcement actions before the expected regulatory shift under the incoming Trump administration.