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European Privacy Officials Expand Ban on Meta's Behavioral Advertising Across Europe

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European Privacy Officials Expand Ban on Meta's Behavioral Advertising Across Europe

European privacy officials have extended the ban on Meta's "behavioral advertising" practices to most of Europe, intensifying the conflict between the continent's privacy-conscious institutions and the American tech giant. Behavioral advertising, employed by Meta's Facebook and Instagram, among other tech companies, involves collecting data on individual behavior, such as browsing habits and app usage, to create targeted ad profiles. The European Data Protection Board's decision follows Norway's imposition of daily fines on Meta for obtaining data without adequate consent. Meta has expressed cooperation with regulators and plans to offer Europeans the option to consent to data collection and an ad-free subscription service. However, privacy officials argue that Meta's proposed measures may not meet European legal standards, particularly regarding freely given consent. Meta has faced previous fines and regulatory concerns over data privacy, and it is among the companies targeted by new digital rules aimed at curbing the market power of tech giants in the European Union.

Implications for New Businesses

The expansion of the ban on Meta's "behavioral advertising" across most of Europe could have profound implications for new businesses, particularly those in the tech sector. This decision by European privacy officials underscores the region's commitment to data privacy and the enforcement of stringent standards for data collection and usage.

Adapting Business Models

For new businesses, this development signals the need to adapt business models and strategies. Companies that rely heavily on data collection and targeted advertising may need to reconsider their approach. They may need to develop new ways to engage with customers that respect privacy concerns and comply with regulatory standards.
Consent and Transparency
The issue of consent is central to this debate. Businesses must ensure that they obtain clear and freely given consent from users before collecting and using their data. This requires transparency about how data is used and the ability for users to easily opt-out of data collection. In conclusion, the European privacy officials' decision to expand the ban on Meta's behavioral advertising practices presents both challenges and opportunities for new businesses. It underscores the importance of data privacy and consent, and highlights the need for businesses to adapt and innovate in response to changing regulatory landscapes.
Story First Published at: https://financialpost.com/pmn/business-pmn/european-privacy-officials-widen-ban-on-metas-behavioral-advertising-to-most-of-europe
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