marry 07.10.2024, 10:30 AM
Europe’s highest court, the Court of Justice of the European Union, has ruled that Meta will have to limit the use of personal data collected from Facebook to serve targeted ads even when users consent to their data being used for advertising purposes, which could have serious consequences for advertising companies in the region.
In other words, social networks such as Facebook cannot continue to use users’ personal data for targeted advertising indefinitely, the court said, adding that companies must set limits to comply with the General Data Protection Regulation (GDPR).
Namely, Article 5(1)(c) of the GDPR requires companies to limit processing to necessary data, preventing collected personal data about users, whether collected on the platform or outside it, through third parties, from being aggregated, analyzed and processed. for targeted advertising without time limits.
The case was originally brought by activist and co-founder of the non-profit privacy organization NOYB (None Of Your Business) Max Schrems in 2014 alleging that Facebook showed users personalized ads based on sexual orientation.
The court said that companies cannot process data related to the sexual orientation of users for the purpose of targeted advertising in cases where such data is obtained outside the platform, through other websites and applications.
NOYB said in a statement that it welcomes the ruling, stating that the ruling also applies to all online advertising companies that do not have strict data deletion practices.
“Meta and many players in the online ad space simply ignored this rule and did not provide for any erasure periods or restrictions based on the type of personal data,” says NOYB.
“The application of the “principle of data minimization” radically limits the use of personal data for advertising. The principle of data minimization applies regardless of the legal basis used for processing, and even when the user agrees to personalized advertising, his personal data cannot be used indefinitely.”
In a statement to Reuters, Meta said it has invested heavily to “build privacy” into its products, noting that it “does not use special categories of data that users provide to personalize ads, while advertisers are not allowed to share sensitive data.”
Photo: Erik Mclean |l Pexels
Source: www.informacija.rs
