The mother of Facebook should shell out 390 million euros. In the future, Meta will request the consent of its users to process data for advertising purposes. Meta criticizes the legal uncertainty in this matter.
The Irish Data Protection Authority DPC, responsible for the European business of Facebook-Responsible Mother Meta has completed her survey on personalized advertising on Facebook and Instagram. You come to the conclusion that personalized advertising without your consent violates European data protection laws. As a result, Meta must now be fined in the amount of 390 million euros to count.
The decision will also impact Meta’s European business, which, like all regions of the world, relies on paid ad serving. Since personalized ads drive higher ad revenue, any restrictions in this area should weigh on Meta’s sales in Europe.
According to the ruling, Meta can continue to deliver personalized advertising, but must first obtain the explicit consent of users to be able to process their data for advertising purposes. In an initial statement, Meta was disappointed with the DPC’s decision.
“We believe our approach complies with the General Data Protection Regulation (GDPR),” Meta shared. The company also announced that it will appeal the ruling and fine.
Meta also criticized the legal uncertainty in the matter. The Irish Data Protection Authority originally endorsed Meta’s interpretation of the GDPR. However, a group of data protection officers from other EU member states later reversed this decision.
Austrian activist and lawyer Max Schrems started the discussion on the legality of personalized ads on Facebook in 2018. He welcomed the DPC’s decision. “People now need to be asked whether or not they want their data used for advertising,” he said. “They have to be able to answer yes or no and can change their mind at any time. The decision also ensures a level playing field.”
