A human rights campaign, Tanya O’Carroll, has managed to force the social media giant Meta not to use its data on target advertising. The agreement is involved in a solution to an individual challenge it presented against tracking and profiling of Meta in 2022.
O’Carroll had argued that a legal right to oppose the use of personal data for direct marketing contained in the UK (and EU) data protection law, along with an unqualified right that personal data will no longer be processed for such a purpose if user objects would say that Meta should observe its advertising its microtarcies.
Meta rejected this – claiming that “personalized ads” are not direct marketing. The case had to be heard in the English Supreme Court on Monday, but the solution ends the legal action.
For O’Carroll it is an individual victory: Meta should stop using its advertising data data when it uses its services. She also thinks that the solution sets a precedent that should allow others to confidence the same right to oppose direct marketing in order to force the technology giant to respect their privacy.
Speaking to Techcrunch about the outcome, O’Carroll explained that she essentially had few solutions to agree on the solution after Meta agreed on what her legal action had requested (ie not to process her data on target advertising). If she continued and the court case failed, she could have faced considerable costs, she told us.
“It’s a bitter victory,” she said. “In many ways I have achieved what I have put forward to achieve – it is to prove that there is the right to oppose, to prove that it applies exactly to a defective business model and many other online companies – that the target advertising is, in fact, direct marketing.
“And I think I have indicated This is the case. But, of course, it is not specified in the law. It didn’t have to accept responsibility – so they can still say that they simply settled with an individual in this case. “
While the EU has long been comprehensive legal protection for people’s information, such as the General Regulation on Data Protection (GDPR)-The legal effect of the O’Carroll law had depended on which the United Kingdom of the United Kingdom is still based on, implementing these bonds against the supervision business models, such as that of supervision. disappointment.
The years of regulation have played with regard to GDPR’s many complaints about the company since the regime came into force in May 2018.
And while Meta has accumulated a number of GDPR fines – including some of the biggest fines of technology sometimes intimacy – its essential model of the business of thoughtless supervision has proven more difficult to relocate. Although there are signs that the implementation action is finally leaving this position in Europe. And the example of O’Carroll underlines that resting intimacy is possible.
“The thing that gives me hope is that the ICO (the UK Commissioner’s office) intervened on the issue and made very clear – and very convincing and convincing – by me,” O’Carroll added, suggesting that other flaws who also take steps to oppose their data processing may have a stronger chance of them.
That being said, she thinks the company is now likely to move to a “payment or consent” model in the UK – which is the legal basis on which it moved to the EU last year. This requires users either to accept tracking and profiling or pay meta to enter versions without advertising of his services.
O’Carroll said she is unable to reveal full defective entry details without tracking will provide her in her case, but she confirmed that she would not have to pay meta.
