EU squeezes Meta on personal data use for targeting ads

Unrestricted use of user data has propelled Meta, founded by Mark Zuckerberg, to become one of the most profitable companies globally.

Instead, Meta will now need clear consent by the user to keep harvesting their data, a new protocol which will also face intense legal scrutiny among privacy activists and European regulators. In anticipation of the order, Meta said on Monday that Facebook and Instagram users in Europe will be able to buy subscriptions to use the social networks without any advertising from this month.

The company said EDPB members have been aware of its consent plan for weeks and that it had been fully engaged with them to arrive at a satisfactory outcome.Meta has said an EU court ruled a subscription model is “a valid form of consent for an ads funded service” but prominent online privacy activist Max Schrems slammed this approach of ending tracking only for paid users.

The EDPB said Meta was informed Tuesday of the decision and that it had indicated it plans to ask for consent to use personal data to target ads that users see when they use the apps.

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