Extension of EU Data Protection Officials’ Prohibition on Meta’s Targeted Advertising

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Privacy officials have expressed concerns about Meta’s illegal handling of personal data, prompting European officials to extend a Norwegian ban on Meta’s personal data processing for behavioral advertising across the European Economic Area (EEA).

European Data Protection Board (EDPB) took swift action in response to a request from Norwegian authorities. EDPB chair Anu Talus emphasized the urgency for Meta to align its processing practices with the law and cease any unlawful processing activities, according to a recent statement.

Concerns about behavioral advertising have been growing as companies utilize individuals’ online behaviors to tailor advertisements. European Union’s General Data Protection Regulation (GDPR) outlines specific conditions for businesses to process personal data, including legal obligations, consent, and public interest. The EU’s ban focuses on data processing linked to legitimate interest or contract, aiming to safeguard data protection rights.

Norway’s Data Protection Authority imposed a fine on Meta over targeted advertising, which the company is currently contesting in court. Meanwhile, Meta has announced a subscription service for users in the EU, EEA, and Switzerland, providing an ad-free experience on Facebook and Instagram at a monthly fee, intending to comply with European regulations.

Meta’s actions have faced scrutiny in the past, with the company receiving a substantial GDPR fine and being subject to the EU’s Digital Markets Act. This ongoing controversy highlights the evolving challenges surrounding data privacy and the need for comprehensive compliance with stringent data protection regulations.

SOURCE: Ref Image from Deccan Herald

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