Meta will soon be required to obtain consent from European users before using their personal information for targeted advertisements on Facebook and Instagram. The European Union has announced a ban on Meta's handling of user data, which could be finalized next week. This is the latest regulatory action against Meta in Europe, where the company has struggled to comply with privacy regulations. The ban comes as Meta plans to implement a subscription model for users who do not consent to personalized ads on Instagram and Facebook. The restrictions are imposed by the European Data Protection Board (EDPB), a group of EU data regulators. Under EU rules, Meta must provide specific legal justifications for collecting and using personal data for advertising. Meta had previously argued that their data practices were justifiable under GDPR, either through user contract or legitimate interest. However, the EU's top court rejected these justifications and recognized subscription models as a compliant alternative. Meta's implementation of a subscription model is an effort to comply with GDPR. The EDPB decision prohibits Meta from using the earlier legal justifications and leaves consent as one of their only options for using personal information for advertising while complying with GDPR. The Irish Data Protection Commission has been directed to issue a final rule on the matter by November 10. The EDPB chair has stated that it is time for Meta to bring its processing into compliance and stop unlawful processing.
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