Meta Adopts Consent Policy for Targeted Ads Data in Europe

Meta, the parent organization of Facebook and Instagram, agreed to obtain user consent before acquiring private information in Europe. The business announced in a blog post that it intended to change the legal basis for its operations in the EU, EEA (European Economic Area), and Switzerland from “Legitimate Interest” to “Consent.” These changes will be incorporated in October. Meta’s ad space might be impacted. The platform will still allow marketers to run specialized and targeted advertising campaigns across Europe, thanks to Meta’s assurance.

The internet powerhouse and the EU have been at odds for a year. Meta says these adjustments were made to keep up with the Irish Data Protection Commission’s growing and shifting regulatory requirements. Meta manages its European activities through the IDPC, which oversees EU data regulations.

According to Meta’s blog post, 

There is no immediate impact to our services in the region. Once this change is in place, advertisers will still be able to run personalized advertising campaigns to reach potential customers and grow their businesses. We have factored this change into our business outlook and related public disclosure made to date.

The move comes as a salvation for Meta

The EU penalized numerous large digital companies, including Meta, for their ethical and business practices. Due to the strict requirements of GDPR regarding data privacy, this has affected their targeted advertising methods. Meta wouldn’t be able to analyze users’ preferences and behavioral patterns if many users refused to let Meta capture their data. It would be difficult to establish an audience for targeted advertising, which would undermine their ad operations. Because of this, advertisers can decide not to use the platform, which reduces profit from ad space.

Users in Europe have been eagerly awaiting Meta’s intention to request their permission. After a lengthy conversation with the IDPC, whereby valuable advice was provided, the company advised changing its privacy policy to comply with EU standards. More information will be released in the upcoming months as Meta works productively and closely with regulators.

Estimated timeline

Meta says these adjustments, may require at least three months. It claims that getting consent will be a challenge. As a result, in October the company will begin gathering data from users throughout Europe. But Meta has suggested that it will hold off until an update to its policies is in compliance with any modifications made by EU regulators. The exact timeline is to be confirmed.

Why is it so critical for Meta?

Users of Facebook and Instagram can currently only set default permissions in Meta so that data can be collected to make money from targeted advertisements. Furthermore, EU data regulators previously rejected Meta’s claims that the “Legitimate Interest” justification for collecting users’ personal data was valid.

Meta will maintain compliance with governing bodies’ regulations and promote transparency in its data handling methods with upgrades addressing privacy issues. However, the pioneering Digital Marketer’s Act of the EU, which forbids internet doorkeepers from engaging in anti-competitive behavior, is likely to have some consequences.

Meta may breathe a sigh of relief with the upgrades to their privacy policies. The tech company is yet to launch Threads, their text-based app, in Europe. After a year of conflict with the regulatory authority, they are now able to cater to their European audiences.

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