EU regulators have decided: Facebook and Instagram are no longer allowed to display personalized ads to users within the European Union. This decision was made after the European Data Protection Board (EDPB) determined that Meta, the parent company of the platforms, is not in compliance with the General Data Protection Regulation (GDPR) when offering these ads.
Unlawful data processing by Meta
Furthermore, the EDPB found that Meta processes personal data unlawfully. Meta builds user profiles from various data such as posts, location, age, and interactions to provide advertisers with targeted advertising options. However, according to the EDPB, the justification for this processing remains insufficient.
In addition, the Dutch Data Protection Authority, as a member of the EDPB, has indicated that Meta collects personal data without a legal basis. The cooperation has now instructed the Irish Data Protection Commission to take action against Meta within two weeks.
Meta's attempt at compliance
Just two days before this ruling, Meta introduced an ad-free subscription to comply with the GDPR. However, according to the EDPB, this new subscription model and the option for users to give explicit consent for the collection of their data are not sufficient.
This decision by EU regulators marks an important moment for the protection of user privacy on Facebook and Instagram in Europe. It highlights the growing importance of complying with privacy legislation and respecting individual privacy rights.
Prepare for a cookieless era
Finally, we are closely monitoring developments to see how this decision will change the handling of personal data by platforms such as Facebook and Instagram. This confirms the trend in which third parties are increasingly required to limit data collection. In preparation for this, we have been gathering first-party data based on user behavior for many years, which we then use in advertising campaigns. These recent developments demonstrate that this is an essential component of the rapidly approaching future.
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