EU Proposes Restrictions On Targeted Advertising To Protect Internet Users

Facebook Ads is one of the targeted advertising methods that will be restricted by EU rules. (photo: erik mclean / unsplash)

JAKARTA – Facebook and other social media companies are facing multiple charges of targeted advertising. For those who don't know what targeted advertising is, it is simply stated that these targeted ads are created based on consumers' personal information.

This means that this marketing content usually reflects your wants or needs based on your online activities, as well as the information you disclose on the internet.

Recently, Facebook was accused of tracking users to send them targeted ads. This is a major problem because these ads are the easiest to persuade teens. On the other hand, it also violates the privacy of user data.

According to a recent Washington Journal report as quoted by Techtimes, the European Union proposed new laws restricting online technology companies from sending targeted marketing content based on the health status, race, and political beliefs of its users.

The new law aims to prevent Facebook and other social media giants from doing this without the explicit consent of users. Once approved, FB and other tech giants will have to comply with the new rules.

Those who fail to follow will be fined up to 5% of their global annual income. This will surely cost them a lot as experts say the fines are much higher compared to the EU privacy breaches.

Meta Will Remove Targeted Ads

The New York Times also reports that Meta is now planning to remove thousands of targeted ads on Facebook.

"We've heard concerns from experts that targeting options like this could be used in a way that leads to negative experiences for people in underrepresented groups," said Meta VP Graham Mudd.