There has been an interesting development in tech as Meta is fined for data breaches. Regulations from the European Union (EU) have concluded that Meta’s use of targeted advertising on Facebook and Instagram is prohibited in the area. And they have additionally fined both services a total of €390 million.

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The corporation has three months to modify its advertising methods or risk additional action. This is according to a statement from Ireland’s Data Protection Commission (DPC).

The DPC denied that users who register for Facebook and Instagram consent to receiving tailored advertisements based on their data.

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Meta is fined for data breaches: data privacy and metadata

As a result, Max Schrems, the honorary chair of the privacy advocacy group Noyb, predicts that one of the main adjustments Facebook will do is to give European users the option to “opt-in” for the usage of their data to deliver advertisements.

The DPC now asserts that it is obligated by the recommendations of the EU’s European Data Protection Board that user participation constitutes a contract in its initial judgment. All despite having previously agreed with Meta’s legal contention

The DPC has changed its tune, but it is still in Meta’s favor. The company said in the same statement that it was requesting a judgment. It claimed this was in order to protect itself from additional EDPB pressure to force the Commission to look into all of Meta’s data processing procedures.

Schrems is however sure that the anticipated opt-in will offer a mechanism for crucial and transparent consent to be given. This works for both Meta and other global internet companies to acquire user data.

He asserted that “this is a significant blow to Meta’s profitability in the EU.” People must now be asked if they consent to have their data used for advertising. They must be given a “yes” or “no” choice and are free to alter their decision at any moment. The choice also guarantees that other advertisers will compete on an even playing field.

It’s unclear whether this matter will be resolved in a straightforward manner. Meta has stated that it is “disappointed” with the ruling and intends to appeal. Meta thinks that customers will not be given the option to consent to the use of their data.