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Adtech giants like Meta must give EU users real privacy choice, says EDPB
The European Data Protection Board (EDPB) has published new guidance which has major implications for adtech giants like Meta and other large platforms. The European Data Protection Board (EDPB) has published new guidance which has major implications for adtech giants like Meta.
Contacted for comment, Meta spokesman Matthew Pollard emailed a brief statement playing down the guidance: “Last year, the Court of Justice of the European Union [CJEU] ruled that the subscriptions model is a legally valid way for companies to seek people’s consent for personalised advertising. At the same time, the Board’s opinion does not entirely deny large platforms the possibility of charging for a non-tracking alternative — so Meta and its tracking-ad-funded ilk may feel confident they’ll be able to find some succour in 42-pages of granular discussion of the intersecting demands of data protection law. While there’s rather more discursive nuance to what the Board has published today than instant clarity served up on a pivotal topic, the intervention is important and does look set to make it harder for mainstream adtech giants like Meta to frame and operate under false binary privacy-hostile choices over the long run.
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