The digital rights organization Eko has initiated several complaints against Meta, the parent company of Facebook and Instagram, focusing on its targeted advertising practices in Europe. This action was taken with the data protection authorities in Norway, Germany, and Spain, reflecting a significant challenge to the US technology giant’s compliance with European data laws. According to Eko, evidence was collected demonstrating that Meta allegedly ignored explicit user requests to opt out of data collection and targeted advertising. These complaints have been filed by 5,000 members of the group, underscoring the scale of discontent with Meta’s operations.
The complaints center around the European Union’s General Data Protection Regulation (GDPR), a legislative framework that safeguards data privacy across Europe. In response to GDPR, Meta had introduced ad-free options for Facebook and Instagram, available via a subscription model. Users not subscribing continue to access the services for free, supported by advertising revenue. Eko’s actions are designed to prompt further regulatory examination of Meta’s compliance with GDPR and its advertising methodologies. Detailed insights into these issues can be found in a report by Reuters.
This latest development follows another lawsuit against Meta, filed by the Equal Rights Center. This separate case alleges that Meta’s advertising practices unlawfully discriminated against Black users by promoting for-profit colleges to them, while promoting public colleges to White users. Moreover, Meta’s data handling procedures have been under continuous scrutiny in Europe. In October, the Court of Justice of the European Union ruled that Meta must limit the use of personal data collected through its platforms, even with user consent, for targeted advertising. Previously, the European Data Protection Board also criticized Meta for its approach to obtaining user consent, deeming it non-compliant with EU regulations.
These cases highlight the increasing regulatory pressure on technology companies like Meta, particularly in how they leverage user data for advertising purposes. As regulatory bodies continue to enforce data protection laws, the legal landscape for technology firms in Europe demands observance and adaptability to evolving compliance requirements. Further updates on this issue can be accessed via JURIST.