The advertising business of Goal would be about to suffer another heavy blow in Europe. As reported The Wall Street Journalthe European Data Protection Board (EPDB) would have decided that the signature of Mark Zuckerberg You can no longer show personalized ads to users of your apps in the European Union.
The aforementioned medium indicates that, according to the authorities, Meta should not use the information collected on its platforms —Facebook and Instagram, for example— for advertising purposes. Nor does it use the terms and conditions of both social networks to justify advertising campaigns based on the online activity of their users.
It is that, until now, those of Menlo Park only allow users to opt out of receiving personalized ads based on your web browsing history or use of third-party applications. However, they do not yet have a similar alternative to prevent tracking for marketing purposes within the Meta apps themselves.
In any case, the decision of the European Committee for Data Protection would come with nuances. The body has not yet made its determination public, nor would it give direct orders to Meta about the possible changes that it should implement. But it would entrust the Irish Data Protection Commission (DPC) to establish the guidelines that Mark Zuckerberg’s company should comply with, as well as the fines to be paid in case of not obeying.
Another point to keep in mind is that as much as Irish regulators order Meta to no longer show personalized ads in the European Union, Californians will be able to appeal the decision.
Meta’s advertising business under increased pressure in the European Union
If it is confirmed that Meta will no longer be able to collect data from its own apps to display personalized ads to its users, will mean a new headache for Americans. Let’s not forget that Zuckerberg’s took a serious hit to their ad revenue over the past year after Apple implemented App Tracking Transparency in iOS, which prevents apps from tracking their users.
It remains to be seen how far the Irish Data Protection Commission takes the guidelines set out by the European Data Protection Board. What is clear is that the Irish You already know what it is to put Meta against the ropeseven through the imposition of hefty fines.
In fact, only in the last 15 months those of Menlo Park accumulate economic sanctions from the DPC for almost 1,000 million euros. The most recent, for 265 million euros, was known at the end of November and was for the leak of the data of more than 500 million Facebook users.
For now, from Meta they have been prudent regarding this situation. consulted by The Wall Street Journal on this possibility, a spokesperson chose to dodge the bullet. “This is not the final decision and it is still too early to speculate,” he said.
Let’s not forget that Facebook’s parent company’s advertising business has long been under the scrutiny of European regulators. In March this year, the United Kingdom and the European Union announced that they would investigate both Meta and Google. for a possible collusion to dominate the online ad market without bothering each other.