Big Data Exchange Reacts to EDPB Decision on Meta’s Personal Data Processing for Behavioral Advertising

In response to the recent decision by the European Data Protection Board (EDPB) to impose a ban on the processing of personal data for behavioral advertising across the entire European Economic Area, The Big Data Exchange issues a statement addressing the development.

The EDPB decision follows a request from Norway’s data regulator, which earlier imposed a ban on sending targeted advertisements to Facebook and Instagram users based on personal data collected without explicit consent. Meta had previously announced plans to provide users in the EU and EEA the option to consent, introducing a subscription model in November to comply with regulatory requirements.

A representative from Meta expressed disappointment at the EDPB decision, stating, “This development unjustifiably ignores that careful and robust regulatory process.” The company highlighted that EDPB members had been aware of its consent plan for weeks and claimed full engagement to reach a satisfactory outcome.

The EDPB decision puts the onus on Ireland’s data regulator, responsible for Meta’s operations in Europe, to take final measures within two weeks, with the ban set to take effect a week later. Meta was informed of the decision on Tuesday and indicated plans to seek consent for using personal data to target ads within their apps.

The EDPB acknowledged Meta’s proposal for a consent-based approach and stated that it is currently under evaluation. Facebook, with approximately 300 million daily users in Europe, faces potential financial implications if it loses the ability to target ads. Europeans opting for a €9.99 ($10.50) per month ad-free experience could impact Meta’s advertising sales.

EDPB Chairwoman Anu Talus emphasized that the decision to impose a ban was prompted by Meta’s failure to comply with previous orders issued at the end of the previous year. “It is high time for Meta to bring its processing into compliance and to stop unlawful processing,” Talus stated.

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News Source: France24

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