Facebook parent Meta has hit another wall after facing a massive $11.8bn fine from the European Union's privacy regulator for forcing users to accept targeted personalised advertising.
On January 4, Ireland's Data Protection Commission claimed that Meta could not use its contracts with Facebook and Instagram users to target behaviorally-targeted ads to users based on their online activities. Ireland's Data Protection Commission said targeted personalized advertising violated the European Union's privacy law, the General Data Protection Regulation, and was fined 390 million euros. Of these, 210 million euros were fined to Meta and 180 million euros to Instagram.
It is understood that the General Data Protection Regulation (GDPR) came into force in the EU in May 2018. In order to "bypass" the relevant requirements of the General Data Protection Regulation, Meta enters into a "user agreement" with users to consent to the processing of personal data by the platform in order to provide targeted advertising, avoiding users to choose whether to consent or not.
However, Meta's handling of the way to the digital rights group Noyb dissatisfaction, and to the relevant data protection agency complaints.
When the Irish Data Protection Commission issued a draft complaint decision in 2021, Meta was fined just $36 million. As other data protection authorities challenged the draft decision, the European Data Protection Board, which had advocated the hefty fine, was able to step in. In the end, the fine imposed by the Irish Data Protection Commission for Meta's complaint rose to €390 million.
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