iTWire - Meta falls in line with EU directives on targeted advertising
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Thursday, 03 August 2023 11:38
Meta falls in line with EU directives on targeted advertising Featured
By Sam Varghese
Facebook parent Meta has changed its data processing rules for those living in the European Union, European Economic Area and Switzerland, saying it would from now on seek consent for targeted advertising.
In an update to an earlier blog post, Meta said on Wednesday: "Today, we are announcing our intention to change the legal basis that we use to process certain data for behavioural advertising for people in the EU, EEA and Switzerland from ‘legitimate interests’ to ‘consent’.
"This change is to address a number of evolving and emerging regulatory requirements in the region, notably how our lead data protection regulator in the EU, the Irish Data Protection Commission, is now interpreting GDPR [the General Data Protection Regulation] in light of recent legal rulings, as well as anticipating the entry into force of the Digital Markets Act."
Meta said the changes would not have an immediate effect on its services in the region.
"We will share further information over the months ahead, because it will take time for us to continue to constructively engage with regulators to ensure that any proposed solution addresses regulatory obligations in the EU, including GDPR and the upcoming DMA."
In January, Meta was asked by the DPC to re-assess the legal basis on which it targeted ads. This was after the DPC levied fines on Meta in connection with delivery of Facebook and Instagram services.
The DPC fined Meta Ireland €210 million (A$351 million) (for breaches of the GDPR relating to its Facebook service), and €180 million (for breaches in relation to its Instagram service).
Meta Ireland was also directed to bring its data processing operations into compliance within three months.
Reacting to this directive, on 30 March, Meta said from 5 April onwards it would be "changing the legal basis that we use to process certain first-party data in Europe from ‘contractual necessity’ to ‘legitimate interests’."
It added: "GDPR clearly states that there is no hierarchy between legal bases, and none should be considered more valid than any other."
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