![]() Meta argues that it already allows users to opt out of personalized ads, but the current opt-out mechanism only applies to advertising based on a user’s activity on external websites and apps consumers cannot avoid ads based on user activity from Meta platforms. In a statement, the Board said that the decision settles “the question of whether or not the processing of personal data for the performance of a contract is a suitable legal basis for behavioural advertising”Įnabling consumers to opt out of all behavioral advertising could have a significant impact on Meta’s ad-based business model. In other words: Meta claims that users are in a contract to receive personalized ads.īut the EDPB rejected Meta’s use of the contractual necessity exception. ![]() Since 2018, Meta has argued that the GDPR’s contractual necessity exception still empowers the company to collect personal data to fulfill its terms of service-and that personal data collection for behavioral advertising is a necessary aspect of the platform. ![]() The EU’s General Data Protection Regulation generally prohibits companies from forcing users to submit to personal data collection in exchange for a service. The decision by the European Data Protection Board could significantly limit the data that Meta can use for behavioral advertising. Privacy regulators in the European Union ruled this week that Meta may not use its terms of service as a basis to forcibly collect personal data and target ads at Facebook and Instagram users.
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