Meta changes the rules for EU users for better use of personal data

Meta Platforms Inc said on Thursday it would change the legal basis for how Facebook and Instagram use personal data to target advertising in the European Union, after the bloc’s data protection authority fined it in January for alleged violations.

Meta said the change will give EU users more options in how their data is handled and is not expected to affect the company’s lucrative targeted advertising in the region.

Ireland’s data protection commissioner fined the social media giant 390 million euros ($425.72 million) earlier this year, saying it cannot use a so-called “contractual” legal basis to send ads to users based on their online activity.

Meta, which had said at the time that it planned to appeal both the content of the rulings and the fines imposed, now plans to use the “legitimate interests” ground instead of “contractual need” to comply with the EU’s General Data Protection Regulation (GDPR). .

The contractual basis of the GDPR allows companies to collect data when the data is necessary for the performance of a contract, while “legitimate interests” allow companies to use personal data in a way that individuals can reasonably expect.

“We believe our previous approach was GDPR compliant, and our appeal of both the content of the decisions and the fines will continue,” Meta said in a blog post.

The Wall Street Journal reported earlier Thursday that Meta plans to give European Facebook and Instagram users the option to opt out of certain highly personalized ads and offer a version of its service that would only target them with ads based on broad categories.

Separately, the Financial Times reported that Meta was considering a complete ban on political ads in Europe because Facebook and Instagram are unable to comply with new EU regulations targeting online campaigning.

Meta did not respond to Reuters requests for comment on potential changes to political ads.

Read all the Latest Tech News here.