Meta, the parent company of Facebook and Instagram, has announced its intention to seek user consent before allowing businesses to target advertising based on users' activities on its platforms. This decision comes in response to evolving regulatory requirements in the European Union (EU). In January, Ireland's Data Protection Commissioner, which serves as Meta's lead EU regulator, ordered the company to reassess the legal basis for targeting ads..jpg)
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Previously, when users signed up for Facebook and Instagram, they effectively agreed to allow their data to be used for targeted advertising. However, the regulator ruled that Meta could no longer process personal information in that manner. Hence, Meta has now decided to change the legal basis of data processing for behavioral advertising from "Legitimate Interests" to "Consent".
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Meta clarified that there would be no immediate impact on its services in the EU following this change. Advertisers will still have the ability to run personalized advertising campaigns to reach potential customers and promote their businesses. Meta also stated that it would provide further information on how the new consent-based process will work in practice after engaging with regulators in the coming months.
The decision by Meta to seek user consent for targeted advertising is expected to address the concerns of regulators and comply with the evolving data protection laws in the EU. By obtaining explicit consent from users, Meta aims to ensure transparency and give individuals more control over how their data is used for advertising purposes.
