The European Union prohibits Meta from processing personal data for advertising behavior

The Norwegian data protection authority (Datatilsynet) has received the support of the committee that brings together all the European Union’s data protection bodies (EDPB) to quickly ban Meta from linking further processing personal data of users to conduct advertising behavior. This measure will be in effect until further notice and was approved on October 27.although it was not reported to the company until four days later by the Irish data protection authority (DPC).

This situation represents a big problem for Meta’s practices on Instagram and Facebook which make most of its advertising revenue. And it appears as a review of the decision of the Court of Justice of the European Union (CJEU) in July, which decide to collect information on people to work for their own advertising illegally, without clear consent and based on the concept of “legitimate interest”.

The day after that decision, the Datatilsynet started in its application covered by the General Data Protection Regulation (GDPR), which enables national organizations to decide on this type for three months in “Emergencies.” With the umbrella of the law, the Norwegian organization has asked the social network to not show advertising campaigns with information obtained in this way. And he also submitted a request to the EDPB to extend the measure to all EU countries. Failure to comply with the order of the Norwegian regulator implied payment of almost 90,000 euros per day starting August 4.

The company agreed to the law to meet these requirements, although in September Datatilsynet sued it because it used the work data of users such as site or browser history to serve their own ads. Before that followed another opening by the DPC in May, when it fined Meta $1.2 billion for its practices in handling European user data. This penalty was accompanied by a transcendental decision invalidate the argument that the users’ acceptance of the terms and conditions is valid as an agreement for collecting personal data.

Now the Irish organization has to comply with this EDPB decision as a local regulator because Meta has its European headquarters in that country. In the next two weeks he must complete the measures connected with him and a week later they will start using. Just to try to avoid this situation, the largest technology has presented a subscription plan a few days ago for Facebook and Instagram, with the aim of taking advantage of the available ability to agree in the CJEU decision on the consequences of payment changes based on recognition. to its current form.

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