Texas Attorney General Ken Paxton filed a lawsuit against Netflix on Monday, alleging that the streaming service collected user data without consent and employed design tactics intended to foster addictive viewing behavior. The suit claims that Netflix misled consumers by falsely stating it did not gather or share their information, while in reality tracking and selling user habits and preferences to commercial data brokers and advertising technology firms.

According to the complaint, Netflix generated billions of dollars annually through these practices, which violated Texans’ privacy rights. The lawsuit also highlights the company’s use of so-called “dark patterns,” including an autoplay feature that automatically begins playing a new episode or show once the current one finishes, thereby encouraging prolonged user engagement.

Based in Los Gatos, California, Netflix did not immediately respond to requests for comment on the allegations. The case follows a broader trend of legal actions targeting companies with significant online footprints for data privacy issues. Social media platforms and other digital service providers have faced similar accusations of covertly tracking users and monetizing the collected data through third-party advertising partners.

The lawsuit emphasizes concerns about the impact of these practices on children specifically, asserting that Netflix’s data collection extends to underage users without obtaining proper consent. The Texas Attorney General’s office argues that such tactics contribute not only to privacy violations but also to behavioral manipulation aimed at increasing screen time.

The outcome of this legal action could have broader implications for streaming services and digital platforms regarding consumer data protections and the ethics of interface design aimed at maximizing user engagement.