Meta agrees to stop using personal data for ads after legal challenge
A London resident, Tanya O'Carroll, has successfully compelled Meta, Facebook's parent company, to cease utilizing her personal data for targeted advertisements. This outcome follows a legal challenge she initiated, aiming to prevent the tech giant from customizing her social media feed with ads based on her inferred interests and demographics.
O'Carroll, who works in tech policy and human rights, believes her victory sets a precedent, empowering others to challenge Meta's advertising practices. The UK's data protection authority, the Information Commissioner's Office (ICO), has clarified that online targeted advertising falls under the definition of direct marketing.
In response, Meta asserted that it provides users with comprehensive data and advertising preference controls. However, O'Carroll's 2022 lawsuit argued that Facebook's advertising system violated her rights under the General Data Protection Regulation (GDPR).
O'Carroll recounted her realization of the extent of Facebook's targeting when, during her 2017 pregnancy, she noticed a rapid shift in her displayed ads to baby-related content, even before she had publicly shared her news. This incident highlighted, for her, the intrusive nature of the platform's data tracking.
The core of her legal argument rested on the claim that Facebook's targeted ads constituted direct marketing, thus granting her the right to object. Meta countered, stating that ads were targeted to groups, not individuals. However, the ICO supported O'Carroll's position, emphasizing that organizations must respect user preferences regarding data usage.
As a result of the settlement, Meta has agreed to discontinue using O'Carroll's personal data for direct marketing, effectively allowing her to disable personalized ads. O'Carroll expressed her desire to continue using Facebook, despite its intrusive practices, due to its importance in maintaining social connections.
She hopes her case will serve as a catalyst for others to exercise their rights against targeted advertising, citing the ICO's backing as crucial.
Meta, while disagreeing with O'Carroll's claims, defended its advertising model as essential for providing free services and supporting the economy. The company also mentioned that they are exploring the possibility of offering a subscription service in the UK, similar to their European model, which would allow users to avoid ads by paying a monthly fee.
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