“The suggestion that personalised ads can no longer be offered by Meta across Europe unless each user’s agreement has first been sought is incorrect.
There has been a lack of regulatory clarity on this issue, and the debate among regulators and policymakers around which legal basis is most appropriate in a given situation has been ongoing for some time.
That’s why we strongly disagree with the DPC’s final decision and believe we fully comply with GDPR by relying on Contractual Necessity for behavioral ads given the nature of our services. As a result, we will appeal the substance of the decision.”
These were the words of a Meta spokesperson as the company was fined for requiring its Facebook, Instagram and Whatsapp users to accept personalized ads.
It has been alleged that the social media giant violated the terms of the General Data Protection Regulation when it requested users’ permission to collect data and use it to target ads.
According to the regulators, the platform should either provide the option of personalized ads or discontinue them entirely.
Meta is anticipated to modify its regulations in order to adhere to the European Union’s General Data Protection Regulation.
The Irish Data Protection Commission, as reported by CNBC, has stated that Meta should be subject to two separate fines.
One of them has been fined a staggering $222 million for breaching the GPDR, while the other has been penalized with a hefty $180 million for the same violation.
Max Schrems, an Austrian privacy activist, has asserted that this will have a significant negative impact on Meta’s profits in the European Union.
People should be given the opportunity to decide whether or not they want their data to be used for advertising purposes.
At any point, they have the option to change their mind and answer either ‘yes’ or ‘no’.
By making this decision, we are ensuring that all advertisers have a fair and equal opportunity to obtain opt-in consent.