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Meta To Allow European Users To Opt Out Of Personalised Ads

US-based social media giant to bring its European services in line with the EU’s GDPR legislation

Just recently after the Austrian Data Protection Authority (DSB) decided that Facebook’s tracking pixel is a direct violation of the EU’s General Data Protection Regulation (GDPR) privacy law, Meta is now planning to let European Facebook and Instagram users opt out of certain personalised ads.

Meta’s plan comes after the DSB’s decision, which suggests that the WhatsApp parent company wants to steer clear of any form of litigation after being warned.

The company’s decision will allow Facebook and Instagram users in the EU to decide on the version of its services that would target them with ads from a range of categories including age and location.

Once the plan is underway, Meta can no longer show ads automatically as it usually does by collecting a user’s data such as the sort of videos they watch or what content they click on within Meta’s apps.

According to The Wall Street Journal, users who want to opt out would simply need to submit an online form disagreeing with Meta’s use of their in-app activity for displaying ads. Once a user’s objectivity form has been received, Meta will evaluate it and implement the change.

“That could limit the effect of the change to Meta’s advertising business, and fall short of satisfying at least some regulators and privacy activists,” according to people who are familiar with the planning as reported by WSJ.

Meta’s decision to allow users to opt out also comes after the company was directed to, “Bring its data processing operations into compliance within a period of three months” by Ireland’s Data Protection Commission, which leads the enforcement of the EU’s main privacy law for Meta.

WSJ also reported that the Facebook parent company will continue to appeal these rulings and fines but is bound to comply with them for now. “We believe that our previous approach was compliant,” said Meta. “It is important to note that this legal change does not prevent personalised advertising on our platform.”

Written By

Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.

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