The European Union (EU) privacy regulators have ruled that Meta Platforms Inc. can’t require users to consent to personalized ads based on their Online activity, said a Wall Street Journal report, quoting people familiar with the decision.
Several decisions were approved by a board representing all EU privacy regulators on Monday, ruling that Meta platforms, such as Instagram & Facebook, cannot use their terms of service to justify such advertising.
It is possible to appeal new EU decisions, which could result in their suspension pending potentially lengthy litigation.
However, if the ruling is upheld, Meta & other platforms may have difficulty showing users ads based on what they tap & watch within their own apps.
Users have been able to opt out of having ads personalized based on information from other Websites & apps for years, said the report. Despite this, it hasn’t offered ads based on user data on its own platforms, such as which videos Instagram users watch.
