The Markup found that tax preparation services including TaxAct, TaxSlayer, and H&R Block have sent users’ personal financial information to Facebook through the Meta Pixel.
about 3 million “consumer and professional users” also uses Google’s analytics tool on its website, andTaxAct wasn’t the only tax filing service using the Meta Pixel. Tax preparation giant H&R Block, which also offers an online filing option that, embedded a pixel on its site that gathered information on filers’ health savings account usage and dependents’ college tuition grants and expenses.
Even Intuit, the company that runs America’s dominant online filing software, employed the pixel. Intuit’s TurboTax, however, did not send financial information to Meta but, rather, usernames and the last time a device signed in. The company kept the pixel entirely off pages beyond sign-in. Megan McConnell, a spokesperson for Ramsey Solutions, said in an email that the company “implemented the Meta Pixel to deliver a more personalized customer experience.”
Rick Heineman, a spokesperson for Intuit, said the company’s pixel “does not track, gather, or share information that users enter in TurboTax while filing their taxes,” although Intuit “may share some non-tax-return information, such as username, with marketing partners to deliver a better customer experience,” like not showing Intuit ads on Facebook to people who have accounts already. The company said it’s in compliance with regulations but has modified the pixel to no longer send usernames.
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