Meta will ask for user consent for targeted ads in the EU.

Meta will ask for user consent for targeted ads in the EU.

Meta to Seek User Consent for Targeted Advertising in the EU

In a delightful twist of events, Meta, the parent company of Facebook and Instagram, has announced its intention to get users’ consent in the European Union (EU) before allowing businesses to target advertising based on their user activity. This change not only addresses evolving regulatory requirements in the region but also reflects Meta’s commitment to user privacy and data protection.

The decision comes as a response to an order issued in January by Ireland’s Data Protection Commissioner, the lead EU regulator for Meta. The order prompted Meta to reassess the legal basis for its targeted advertising practices. Previously, Facebook and Instagram users had implicitly agreed to have their data used for targeted ads when accepting the platforms’ terms and conditions. However, the regulator determined that processing personal information in this manner was not permissible.

“Today, we are announcing our intention to change the legal basis that we use to process certain data for behavioral advertising for people in the EU, EEA (European Economic Area), and Switzerland from ‘Legitimate Interests’ to ‘Consent’,” Meta stated in a lively blog post. Understanding the immediate concerns users might have, Meta assured that this change will not have an immediate impact on services provided in the region. Advertisers will still be able to run personalized campaigns to reach their target audience and propel their businesses forward. In fact, Meta has already factored in this change into its business outlook.

While the announcement leaves room for further engagement with regulators, Meta is committed to sharing detailed information on how this consent process will work in practice over the coming months. This transparency reflects Meta’s dedication to maintaining open lines of communication with privacy regulators and reassuring users about their control over their personal data.

In response to Meta’s announcement, a spokesperson for Ireland’s Data Protection Commissioner, the primary privacy regulator for many of the world’s largest technology companies within the EU, confirmed receiving correspondence from Meta regarding the matter. This interaction demonstrates the commitment of both parties to work together towards ensuring compliance with data protection laws and fostering a culture of responsible data handling within the tech industry.

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Overall, Meta’s decision to seek user consent for targeted advertising in the EU is a positive step towards honoring privacy rights, complying with regulations, and building trust with users. This shift in approach affirms the company’s commitment to empowering users to have greater control over their online experiences and personal data. As Meta continues to navigate the ever-changing landscape of privacy regulations, users can rest assured that their consent will be sought before their data is used for targeted advertising, ensuring a more personalized yet respectful online environment.

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