The parent company of popular social media platforms Facebook and Instagram, Meta, has unveiled its plan to seek user consent within the European Union before allowing businesses to target advertising based on users’ interactions with its services.
This move aligns with evolving regulatory mandates and follows an order issued by Ireland’s Data Protection Commissioner, the lead EU regulator for Meta.
The impetus for this strategic change stems from an intricate legal evaluation prompted by the Data Protection Commissioner in January.
Previously, users of Facebook and Instagram had implicitly granted permission for their data to be harnessed for targeted advertising in accordance with the platforms’ terms and conditions.
However, the regulatory landscape shifted, rendering the previous data processing approach untenable.
In a reflective blog post, Meta elucidated, “Today, we are announcing our intention to change the legal basis that we use to process certain data for behavioural advertising for people in the EU, EEA (European Economic Area), and Switzerland from ‘Legitimate Interests’ to ‘Consent’.”
This landmark alteration does not immediately impact user experience within the region.
Advertisers will retain the capability to run personalized advertising campaigns to engage potential customers and elevate their enterprises, once the transition is implemented.
Meta’s adept anticipation of this shift underscores its commitment to seamless business operations.
As Meta takes this pioneering stride, it commits to active engagement with regulators to ensure a seamless transition.
Over the ensuing months, Meta will unveil comprehensive insights into the practical facets of this consent-based advertising paradigm.
The proactive dialogue with regulatory authorities underpins Meta’s dedication to a harmonious and compliant digital landscape.
Notably, Ireland’s Data Protection Commissioner has acknowledged Meta’s communication regarding this transformative step, affirming the collaborative essence of this pivotal industry evolution.
