Meta, the parent company of Facebook and Instagram, has made an important announcement regarding targeted advertising in the European Union (EU). In response to evolving regulatory requirements and the directive from Ireland’s Data Protection Commissioner, Meta has decided to seek user consent for targeted advertising in the region.
Previously, Facebook and Instagram users had implicitly given their consent for their data to be used in targeted advertising when they accepted the platforms’ terms and conditions. However, the Data Protection Commissioner ruled that this form of data processing was not permissible.
In order to comply with the ruling, Meta plans to change the legal basis for processing certain data for behavioral advertising in the EU, EEA, and Switzerland from “Legitimate Interests” to “Consent”. This means that users will explicitly have to provide their consent for their data to be used in targeted advertising.
The change in legal basis is not expected to have an immediate impact on Meta’s services in the region. Advertisers will still be able to run personalized advertising campaigns to reach potential customers and expand their businesses. Meta has already factored in this change in its business outlook.
Meta intends to provide more information on how the consent process will work in practice in the coming months, following further discussions with regulators. The company has already informed the Data Protection Commissioner of its plan to make this change.
This move by Meta demonstrates its commitment to prioritize user privacy and comply with data protection regulations. Tech companies have faced increased scrutiny regarding their handling of user data, especially in the EU. By seeking explicit user consent for targeted advertising, Meta aims to align its practices with regulatory requirements and maintain transparency with its users.
Useful links:
1. https://examplelink1.com
2. https://examplelink2.com
