Meta is reportedly allowing app users in Europe to choose the kind of advertisements that they see. This follows an order given by the European Union data privacy regulators that the company should cease targeted advertising that use the personal activities of the users with their devices.
Meta to Use Basic Personal Data of European Users for Target-Based Advertisement
According to The Wall Street Journal, Meta will let European users choose a less personal type of advertisement. Instead of using private data, the new targeted ads will be based on general information about the users, like their age and location. The company's latest move is in accordance with the EU regulator's ruling that agreeing to targeted advertisement should not be a requirement before signing up for a Facebook or Instagram account.
However, Gizmodo reported that the changes in Meta's advertisement services will not be applied right away. Users will still have to submit a form to Meta, saying that they are opposed to the company's current system of monitoring their daily activities to create customized ads. Meta will then evaluate the users' responses and apply the changes accordingly.
Earlier this year, Facebook and Instagram were fined an equivalent sum of $423 million for luring the users into seeing targeted or highly personalized advertisements on their devices. Meta was also ordered to stop requiring new users into agreeing to receive targeted ads upon accepting the terms of service of the app.
Meta will implement the changes on its advertisement services Wednesday. While this is a welcomed development for European users who wish to opt out of targeted ads, the campaign group NOYB felt that Meta is not doing enough to comply with EU regulations.
"Meta is switching one illegal practice for another illegal practice," NOYB's Max Schrems said. As per TechXplore, while Schrems recognize that Meta's policy change on advertising is a "slight improvement," he believes that this is only the company's way to get out of its liability to the public, swearing that the group will continue the legal battle to eliminate targeted advertisement for good.
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Meta Believes Its Targeted Ad Services are Compliant to General Data Protection Regulation
Even as Meta seemingly obliged to the EU's decision, the company pointed out that their previous approach for showing targeted ads are compliant to the existing General Data Protection Regulation in Europe. According to a Meta spokesperson, the latest order from the EU regulator does not forbid the company from using personalized advertising. The order also should not affect how the advertisers, businesses and regular users deal with Meta's products.
"Advertisers can continue to use our platforms to reach potential customers and grow their business," the unnamed Meta spokesperson said. Furthermore, Meta is working to appeal the massive fine given to them.
"We believe that our previous approach was compliant under GDPR, and our appeal on both the substance of the rulings and the fines continues," the spokesperson added.
