On Tuesday, Meta, the parent company of Facebook and Instagram, announced its plan to seek consent from users in the European Union before allowing businesses to target advertising based on their activities on its services.
This change comes in response to evolving regulatory requirements in the region and a directive from Ireland’s Data Protection Commissioner in January to reassess the legal basis for ad targeting.
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Previously, Facebook and Instagram users had implicitly agreed to their data being used for targeted advertising when they accepted the terms and conditions of the services. However, the regulator ruled that personal information could not be processed in this manner.
Meta stated in a blog post that it intends to change the legal basis for processing certain data for behavioral advertising from ‘Legitimate Interests’ to ‘Consent’ for users in the EU, EEA (European Economic Area), and Switzerland.
Different Ad Campaigns
This change will not have an immediate impact on their services, and advertisers will still be able to run personalized ad campaigns to reach potential customers.
Meta plans to share more details on the process in the coming months after engaging further with regulators.
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The Ireland Data Protection Commissioner, which serves as the lead privacy regulator for many major technology companies in the EU, has acknowledged receiving correspondence from Meta regarding this matter.