In an unprecedented move, the Norwegian Data Protection Authority has imposed temporary restrictions on Meta, the parent company of Facebook and Instagram, that could change the way personalized ads are displayed in Norway. The move, taken in response to recent fines issued by the Irish Data Protection Commission, highlights growing concerns about user privacy and the regulation of targeted advertising practices.
The Irish DPC has fined Meta a total of €390 million for violations of the GDPR. These fines relate to Meta's handling of personal data and its use for targeted ads on Facebook and Instagram. At the heart of the problem is the "contract" basis Meta uses for showing personalized ads, which the DPC says is not GDPR-compliant.
The implications of this fine could be far-reaching. Not only will Meta platforms potentially have to change, but companies and organizations that rely on personalized ads on Facebook and Instagram may also be affected. If Meta switches to consent as the legal basis for data processing, companies may have to rely more on zero-party and first-party data, which could lead to an overhaul of current ad strategies.
While the exact impact of these developments has yet to be seen, it is clear that this is an important time for the digital ad industry and for companies that rely on Meta's powerful data for their marketing strategies. Companies should prepare now for potential changes and look for new, GDPR-compliant ways to reach their target audiences.