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Advertising pixel from Microsoft

Microsoft Advertising UET tag and website tracking lawsuits

The Microsoft Advertising UET tag tracks conversions and builds audiences for ads on Bing and Microsoft properties.

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What Suitcast knows about Microsoft Advertising UET tag

High risk

Type
Advertising pixel
Complaints naming it, 12 months
46

Requests the scanner matches to it

  • bat.bing.com
  • bat.bing.net

The short answer

Microsoft Advertising UET tag is an advertising pixel from Microsoft. Suitcast rates its risk under the California Invasion of Privacy Act, CIPA, as high, because complaints describe scripts like it recording visitors before they consent. It is named in 46 verified complaints in the last 12 months. The fix is to load it only after a visitor accepts, or to remove it when it is not used.

Why complaints name it

Complaints list it among the pixels that send a visitor's page activity to an ad network before consent.

The act allows $5,000 per violation, which is why firms look for scripts that run the moment a page opens.

The fix

How to stop Microsoft Advertising UET tag firing before consent

Written for the person who runs the site, with the setting to change.

  1. Load it only after accept: in Google Tag Manager give it an ad_storage consent requirement, or on WordPress place it through your consent plugin's custom script slot.

  2. Remove it if you do not run Microsoft ads.

How the scan checks this

  1. Loads your pages like a first visit. A real browser, nothing clicked, nothing accepted.
  2. Checks every request before the banner is answered. A request to bat.bing.com is matched to Microsoft Advertising UET tag and recorded with the millisecond it fired.
  3. Clicks reject and watches again. When the banner has a reject button, the scan presses it; if Microsoft Advertising UET tag keeps firing, the report says so.

Scanner rules and limits are on the methodology page.

Trend

Complaints naming Microsoft Advertising UET tag, month by month

Verified tracking complaints whose text names this script, by the month they were filed.

Website accessibility (ADA) Website tracking (CIPA)

November 2025 to October 2026, current month to date

Industries

Industries sued over Microsoft Advertising UET tag

Verified complaints naming this script, by the defendant's industry.

By the defendant's industry

Verified filings, 12 months
  1. 1Medical and health providers4
  2. 2Entertainment and media2
  3. 3Auto dealers and repair1
  4. 4Banks, lenders and insurance1
  5. 5Food and beverage brands1
  6. 6Nonprofits and religious organizations1

Court records

Latest verified complaints naming Microsoft Advertising UET tag

Newest first. Every row links to the court record.
  1. Tracking

    Woodley v. Google LLC

    N.D. California, filed by Gutride Safier LLP. Attributed to California

    Court recordfor Woodley v. Google LLC (opens in a new tab)
  2. Tracking

    Luis Licea v. Joy Organics LLC

    C.D. California. Attributed to Colorado

    Court recordfor Luis Licea v. Joy Organics LLC (opens in a new tab)
  3. Tracking

    Shipley v. Zuffa, LLC

    N.D. California. Attributed to Nevada

    Court recordfor Shipley v. Zuffa, LLC (opens in a new tab)
  4. Tracking

    Eugenio v. Sprouts Farmers Market, Inc.

    N.D. California, filed by Potter Handy, LLP. Attributed to Arizona

    Court recordfor Eugenio v. Sprouts Farmers Market, Inc. (opens in a new tab)
  5. Tracking

    Pasquini v. Ziff Davis, Inc.

    N.D. California. Attributed to New York

    Court recordfor Pasquini v. Ziff Davis, Inc. (opens in a new tab)
  6. Tracking

    Lombard v. Redfin Corporation

    S.D. Florida, filed by Jared M Slade. Attributed to Washington

    Court recordfor Lombard v. Redfin Corporation (opens in a new tab)
  7. Tracking

    Pearson v. Hims & Hers Health, Inc.

    N.D. California, filed by Schubert Jonckheer & Kolbe. Attributed to California

    Court recordfor Pearson v. Hims & Hers Health, Inc. (opens in a new tab)
  8. Tracking

    Wilce v. Willow Health Services, Inc.

    E.D. California, filed by Almeida Law Group LLC. Attributed to Texas

    Court recordfor Wilce v. Willow Health Services, Inc. (opens in a new tab)
  9. Tracking

    Kent v. Retail Services & Systems, Inc.

    N.D. California. Attributed to Maryland

    Court recordfor Kent v. Retail Services & Systems, Inc. (opens in a new tab)
  10. Tracking

    Gilbert v. Brooklinen, Inc.

    E.D. New York. Attributed to New York

    Court recordfor Gilbert v. Brooklinen, Inc. (opens in a new tab)
  11. Tracking

    Vivek Shah v. Udemy, Inc.

    C.D. California, filed by Witkow Baskin. Attributed to California

    Court recordfor Vivek Shah v. Udemy, Inc. (opens in a new tab)
  12. Tracking

    Ewart v. Fender Musical Instruments Corp.

    N.D. California, filed by Gutride Safier LLP. Attributed to California

    Court recordfor Ewart v. Fender Musical Instruments Corp. (opens in a new tab)
  13. Tracking

    Hartigan v. Nike, Inc.

    S.D. California. Attributed to Oregon

    Court recordfor Hartigan v. Nike, Inc. (opens in a new tab)
  14. Tracking

    Scruggs v. Vivid Seats LLC

    E.D. California, filed by Nathan & Associates, APC. Attributed to California

    Court recordfor Scruggs v. Vivid Seats LLC (opens in a new tab)
  15. Tracking

    Dawkins v. Citizens Financial Group, Inc.

    E.D. California. Attributed to Rhode Island

    Court recordfor Dawkins v. Citizens Financial Group, Inc. (opens in a new tab)

Same type

Other advertising pixels the scanner checks

Scripts of the same kind carry the same pattern in complaints, and the same fix.

Questions owners ask

Whether Microsoft Advertising UET tag is a problem, how to check your site, and where the counts come from.
Is having Microsoft Advertising UET tag on my site illegal?
No. The complaints do not claim the script is illegal; they claim it recorded a visitor before the visitor consented, or kept recording after the visitor declined. Loading Microsoft Advertising UET tag only after consent, or removing it when it is not used, is what removes the pattern the complaints describe.
How do I know if Microsoft Advertising UET tag fires before consent on my site?
Run the free scan. It loads your pages without clicking anything and checks every request that leaves the browser against its tracker catalog, recording the millisecond each match fired. If Microsoft Advertising UET tag appears, it fired before consent. When your banner has a reject button, the scan clicks it and reports whether the script kept firing.
Where do the case counts on this page come from?
From the complaint text of verified California Invasion of Privacy Act filings. When a complaint names this script, the case is linked to it. Complaints that are not yet available in the public record are not counted, so the number is a floor.

Keep going

Does Microsoft Advertising UET tag fire before consent on your site?

The free scan checks every request your pages make before the banner is answered, shows the millisecond Microsoft Advertising UET tag fired, and whether it kept firing after reject.

Free, about a minute, no signup for your score.

Suitcast identifies risk indicators. It is not legal advice and does not determine compliance.