EU tightens restrictions on Meta's utilization of personal data for tailored advertisements
EU reinforces data protection by requiring Meta to obtain explicit consent from European users before utilizing their personal information for targeted ads on Facebook and Instagram
Meta will soon have to obtain consent from European users before utilizing their personal information for delivering targeted advertisements on Facebook and Instagram. A ban at the European Union level, announced on Wednesday, is proposing comprehensive limitations on Meta's handling of user data, which could be finalized by late next week.
Meta, the company that has been grappling with the challenge of adapting its advertising operations to comply with EU privacy regulations, is facing another setback in Europe. The European Data Protection Board (EDPB), consisting of EU data regulators from various countries, recently revealed new restrictions. Interestingly, this development coincides with Meta's decision to introduce a subscription model in the EU. This subscription option will cater to users who do not wish to receive personalized ads on their Instagram or Facebook accounts.
According to the General Data Protection Regulation (GDPR) of the EU, Meta is required to provide legal justifications for collecting and using individuals' personal data for advertising purposes.
Previously, Meta claimed that its data practices complied with GDPR as they formed a contractual agreement with users upon agreeing to its terms of service. Alternatively, Meta argued that its practices were justified due to its "legitimate interest" in processing user data for business activities.
The EU's highest court, in July, acknowledged subscription models as a means for websites to distinguish between users who give consent and those who do not. In response to this ruling and in an effort to comply with GDPR, Meta has adopted a subscription model for its platforms, as stated by a Meta spokesperson.
"Meta has announced its commitment to provide individuals in the EU and European Economic Area with the opportunity to give their consent. Additionally, in November, we will introduce a subscriptions model to ensure compliance with regulatory requirements," stated the spokesperson. "For several weeks, we have been actively collaborating with EDPB members to reach a mutually agreeable solution that satisfies all parties involved."
Following the EDPB's decision on October 27, Meta is now formally prohibited from relying on previous legal justifications. This leaves "consent" as one of the few remaining options for Meta to utilize personal information for advertising purposes while adhering to GDPR regulations.
The Irish Data Protection Commission, which serves as Meta's primary privacy regulator in Europe, has been instructed to issue a final rule on the matter by November 10th. Anu Talus, the chair of the EDPB, stated that it is crucial for Meta to ensure their processing aligns with regulations and ceases any illegal processing activities.
