Instagram and Facebook will allow their users based in the European Union to opt out of certain targeted ads starting Wednesday, in anticipation of future European decisions on data security, according to a report reported by the Wall Street Journal.
Meta, the parent company of two apps, has announced that European internet users will be able to choose a version that targets them only based on less specific criteria, such as their age and location. Until now, Facebook and Instagram used data like video watch time or click-through rate to deliver personalized ads.
Users who wish to benefit from this option must submit a form to reject the advertising use of their activity in the application, which will be evaluated by Meta, in charge of applying it. This condition could greatly limit the impact of this change.
Compliance
This decision comes at a time when the Irish Cnil had imposed a heavy fine of 390 million euros on the group related to the processing of the personal data of its users. The Irish regulator had estimated that Meta had forced its users into a contract that included ads based on the behavioral targeting of their activity and had given it three months to comply.
Meta, like the other platforms, is now subject to the Digital Services Act (DSA)a European law that obliges platforms to offer a content recommendation system that is not based on profiling.
Source: BFM TV
