Before allowing companies to target advertising based on what customers view on its platforms, like Facebook and Instagram, the social media behemoth said on Tuesday that it will first ask users in the European Union for their permission.
Meta seek user for targeted advertising: Meta made the adjustment in response to several changing regulatory requirements in the area. The Ireland’s Data Protection Commissioner, serving as Meta’s primary EU regulator, mandated this adjustment in January to reevaluate the legal foundation for how it targets advertisements.
Users of Facebook and Instagram effectively consented to having their data used for targeted advertising when they agreed to the terms and conditions of the platforms, up until the regulator concluded that it was unlawful to treat personal data in that manner.
In a blog post, Meta stated, “Today, we are announcing our plan to alter the legal basis from ‘Legitimate Interests’ to ‘Consent’ for the processing of certain data for behavioural advertising for consumers in the EU, EEA (European Economic Area), and Switzerland.
Our services in the area do not experience any immediate effects. Advertisers will still have the ability to run tailored marketing campaigns after implementing this change to connect with prospective clients and expand their businesses. We have accounted for this development in our business outlook.
In the following months, Meta promised to reveal more details on how the procedure will actually operate after continuing to interact with regulators.
A representative for Ireland’s Data Protection Commissioner, the EU’s principal privacy watchdog for many of the largest digital businesses in the world, said that Meta had written to the organisation over the matter.