Meta has announced its plan to seek consent from users in the European Union before allowing businesses to target advertisements based on their interactions with platforms like Facebook and Instagram. This statement was made by the tech giant on Tuesday.
The decision to modify its advertising practices comes in response to shifting regulatory standards in the region, particularly following a directive from Ireland’s Data Protection Commissioner in January. This order mandates Meta to re-evaluate the legal framework for its ad targeting methods.
Previously, users of Facebook and Instagram effectively permitted the use of their personal data for targeted advertising by agreeing to the terms and conditions upon signing up. However, a recent ruling by the regulator specified that such personal information could not be processed in that manner.
In a blog post, Meta stated, “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 (European Economic Area), and Switzerland from ‘Legitimate Interests’ to ‘Consent’.”
The company clarified that this shift will not have an immediate effect on its services in the area. Once implemented, advertisers will continue to have the ability to conduct personalized advertising campaigns aimed at reaching prospective customers and expanding their businesses. Meta has incorporated this adjustment into its business outlook.
Meta also indicated that it would provide more details on the implementation process in the coming months after further discussions with regulators.
A representative from Ireland’s Data Protection Commissioner confirmed that the agency had received communication from Meta regarding this matter.
© Thomson Reuters 2023
