Meta Now Mandatory To Get User Approval Before Showing Personalized Ads

Illustration (doc. Meta)

JAKARTA - Meta has reportedly lost a lawsuit in a high European Union (EU) court over Germany's antitrust decision to limit the company's way of using user data for advertising.

The case began when German antitrust authorities threatened to change the targeted Meta advertising sales business model to users in 2019, based on data obtained from the way they spend time on their services.

Although Meta later appealed the findings before, the EU high court finally sided with the German antitrust authority's decision.

As a result, Meta should get user approval across the platform before sending multiple personalized ads in the EU.

Ads specifically, cannot justify processing the data volume without user permission. Platforms requiring this approval include Facebook, Instagram and WhatsApp.

"We are evaluating the court's decision and will speak more in due course," Meta said in a statement to the WSJ quoted from Engadget, Wednesday, July 5.

The US Menlo Park giant is now also comparing the US$425 million fine set by the EU.

The decision, which was hit on Tuesday's hammer, could also pave the way for tighter oversight of tech companies.

Now, Meta must provide proof of users voluntarily granting permission for their data to be used for targeted ads. That way, users can decide whether they want the data to be used for better ad suggestions or not.