Meta Platforms Inc announced on Thursday that they will be changing the way Facebook and Instagram target advertising in the European Union based on personal data. This comes after the bloc’s privacy regulator fined the company for alleged breaches in January. The move is aimed at giving EU users more control over their data while not affecting the company’s targeted-advertising business in the region.
Earlier this year, Ireland’s Data Privacy Commissioner fined the social media giant 390 million euros ($425.72 million) and directed them not to use the “contract” legal basis to send users ads based on their online activity. Meta had previously announced its intention to appeal both the substance of the rulings and the fines imposed.
Now, to comply with the EU’s General Data Protection Regulation (GDPR), Meta will be using the “Legitimate Interests” basis instead of “Contractual Necessity”. The GDPR’s contractual basis allows companies to collect data when the information is necessary to execute a contract, whereas “Legitimate Interests” enables companies to use personal data in a way that individuals can reasonably expect.
In a blog post, Meta stated that they believe their previous approach was compliant with GDPR, and they will continue with their appeal on both the substance of the rulings and the fines.