IN THE NEWS: META FINED BY EU

In the digital sphere this week, the phrase on everyone’s lips is ‘Meta fined’. CTM are here to break this down. The short of it is that Meta could be forced to ask users to ‘opt in’ to having their data used for targeted ads, after EU regulators ruled it was illegal to force users to accept personalised ads within its app. In advance of the rollout of the EU’s General Data Protection Regulation in May 2018, Meta introduced changes to its terms of service, making them accessible to users only if they agreed that their data might be processed to deliver highly targeted advertising. However, the Irish regulator found that Meta was  forcing users to accept these conditions, arguing it was “not entitled to use the ‘contract’ legal basis as providing a lawful basis for its processing of personal data”.  

This would mean getting consent from each of  its 408 million EU users. 

Meta already gains this permission by incorporating the agreement within its T&Cs but the ruling indicates this is not clear enough for the user, but the ruling also orders Meta to align its approach to processing user data with EU law within three months, which could have significant implications for the way both social media platforms wield personal data for advertising.

Meta said it would appeal against the ruling and that its approach was in line with privacy rules in Europe. “We strongly believe our approach respects GDPR, and we’re therefore disappointed by these decisions and intend to appeal both the substance of the rulings and the fines.” Meta added: “These decisions do not prevent targeted or personalised advertising on our platform. The decisions relate only to which legal basis Meta uses when offering certain advertising. Advertisers can continue to use our platforms to reach potential customers, grow their business and create new markets.”

Now all that’s left to do is to wait and see the outcome- but if Meta don’t win the appeal, it could affect the way we use data to use personalised ads- but challenges have never stopped the industry before, and digital thrives because of it’s adaptability.