New Orleans, LA – A New Orleans man with amblyopia, also known as a lazy eye, has filed a lawsuit against popular streaming service StreamFlix, alleging that the company’s gaze tracking advertisement technology has prevented him from being able to watch shows and movies he has paid to access.
Jack Ridger, 42, claims that StreamFlix’s patented EyeTrac ad advancement system cannot properly detect when he has viewed ad segments that viewers are required to watch before their main video content starts playing.
“I’ll be staring directly at the ads on my phone, but the video won’t start because the app doesn’t think I’m looking at the screen,” said Ridger. “It’s incredibly frustrating to pay for a service and not be able to use it because of my medical condition.”
StreamFlix recently introduced EyeTrac in an effort to ensure viewers actively watch and engage with advertisements from sponsors. The controversial technology uses a phone’s front-facing camera to monitor where a user’s eyes are focused, only starting the main video once sustained eye contact with an ad has been verified.
But for individuals with visual impairments or ocular abnormalities like Ridger’s amblyopia, the system often fails to work as intended.
“EyeTrac was tested extensively before being rolled out to customers,” said a StreamFlix spokesperson. “We sympathize with Mr. Ridger’s situation and any other users who have had issues, but we maintain that the technology adheres to all applicable laws and regulations.”
Ridger disagrees and says he feels discriminated against. His lawsuit, filed Friday in Louisiana District Court, accuses StreamFlix of violating the Americans with Disabilities Act. It seeks both monetary damages and an injunction to disable EyeTrac or modify it to properly recognize users with disabilities.
The case is expected to be heard by a judge next month. Ridger hopes it will prompt action from StreamFlix and other companies employing biometric advertising systems.
“I just want to be able to watch movies like any paying customer,” said Ridger. “These eye tracking tools need to work for everyone, not just the able-bodied.”
Truth Bureau 