It all started with a Supreme Court nomination and one reporter who wanted to know what a nominee had been watching.
In 1987, President Ronald Reagan nominated Robert Bork, then a judge on the U.S. Court of Appeals for the District of Columbia Circuit, to the Supreme Court. Bork was a pretty controversial fellow — he had ties to the Watergate scandal and faced an aggressive wave of criticism from Democrats in the Senate.
But it was Bork's position on privacy that caused Michael Dolan, who was then a writer with the Washington City Paper, to start looking into his video rental records. You see, Bork was a strict constitutionalist and generally did not believe that individuals were guaranteed privacy protections beyond those specifically outlined in legislation.
So one day, Dolan walked into Potomac Video and asked the manager on duty whether he could have a peek at Bork's rental history — something that no specific legislation at the time barred. He walked out with a photocopy revealing the 146 tapes the judge had checked out in the past two years.
Other than the sheer number of tapes, Dolan didn't uncover anything too shocking. (Bork appears to have had a special taste for Hitchcock and costume dramas.) But Dolan's acidic prose and the fact that he was able to get the records at all became a huge story, prompting Congress to pass the VPPA in 1988 — after Bork's nomination had been voted down 58 to 42.
Flash forward 20 years, that same legislation became a thorn in the side of the video rental industry as it shifted online. In 2008, the now-all-but-dead Blockbuster faced a class action suit alleging that it shared rental information with Facebook's online advertising project Beacon. Netflix, too, faced a suit in 2009 about its release of "anonymized" customer data as part of a context for improving its recommendation engine that may not have been quite so anonymous.
Netflix was so wary of being on the wrong side of the law that it excluded the United States when it first rolled out Facebook sharing in 2011 — and urged users to lobby their legislators about changing the law. The streaming video did, ultimately, win that battle: The law was amended early last year, and Netflix extended Facebook sharing to U.S. users in March 2013.
But even with the changes, the VPPA continues to provide consumers some leeway to keep their video-viewing habits private. Hulu, for instance, is embroiled in a years-long class action suit related to alleged violations. And it's all because the assistant manager working at Potomac Video didn't bat an eyelash when Dolan wanted to see Bork's rental history.