Meta Changes Advertising Plans for EU Users Amid GDPR Scrutiny
Meta is adjusting its approach to personalized advertising in the EU in response to regulatory scrutiny. The company is introducing a new ad-free subscription model at a lower cost while also offering a free option that features less personalized ads with user consent. This new model will focus on contextual advertising based on content viewed during a single browsing session, avoiding broader user profiling. However, Meta will still utilize a minimal set of data points, such as age, gender, and location, to serve these ads.
The changes come after Meta faced criticism for its previous plan to implement a pay-or-consent model for personalized ads, which raised concerns regarding compliance with the EU General Data Protection Regulation (GDPR). The European Data Protection Board (EDPB) ruled against Meta’s original advertising practices and expressed doubts about the feasibility of a pay-or-consent option. An EDPB representative welcomed Meta’s revised approach, highlighting the importance of providing users with genuine choices and the need for cross-regulatory cooperation.
Experts in data protection have noted that the introduction of a less personalized advertising option may represent a step forward in addressing privacy concerns. They emphasize the necessity for Meta to limit the use of personal data strictly to what is essential for delivering ads. There are ongoing discussions regarding the implications of using personal data for contextual ads and the potential for ambiguity in how Meta characterizes necessity and proportionality in its data usage.
Privacy advocates remain cautious about Meta’s latest plans. Some argue that the changes may still fall short of fully complying with EU regulations, suggesting that users should have equal options for ads that utilize personal data and those that do not. As Meta continues to navigate the complex landscape of EU data protection laws, the effectiveness of its new advertising strategy will be closely monitored by regulators and privacy experts alike.
