will get consent before collecting data in Europe for targeted advertising //

Meta has proposed to obtain consent from all European users before collecting data for targeted advertising.

The company made the proposal to end an ongoing dispute with the European Union about the legality and effectiveness of its targeted advertising operations.

Meta assures that, despite the fact that the changes may have a negative impact on the effectiveness and reach of their targeted ads in Europe, marketers will be able promote personalized ad campaigns.

Why it matters. Meta will get fewer signals identifying their interests and behaviour patterns if a significant number of Europeans refuse to allow their data to collected. Meta will be less able to target its advertising effectively without this data. It may lead to marketers not spending money on advertising, which could decrease the value Meta’s ad spaces.

When will it happen? Meta said that obtaining consent would be an obstacle, and that it would take three months for the changes to be implemented. Meta may be required to request permission from European users to collect their data as early as October.

Meta also proposes waiting until the early part of next year to update its policies to coincide with changes in EU regulations.

We will let you know when we have a confirmed date.

Why now Meta proposed updating its policy following a meeting with Ireland’s Data Protection Commission, its leading privacy regulator. Meta, after extensive discussions with the Data Protection Commission, in which they received substantial guidance, proposed updating their consent policy in order to comply with EU laws.

Meta’s Privacy Policy provides more information about the company’s data collection and storage.

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