(Commonwealth_Europe) Meta is currently considering the introduction of a subscription model for users in the UK after settling a case involving human rights campaigner Tanya O’Carroll. The company has agreed to halt the practice of targeting her with personalized advertisements based on the collection of her data. The social media giant owns Facebook and Instagram, both of which are free for UK users, largely due to the revenue generated from personalized advertising.
This change follows a legal battle initiated by Ms. O’Carroll, who filed a lawsuit against Meta over the collection and use of her personal information for targeted ads. The Information Commissioner’s Office (ICO) supported her stance, ruling that Meta was processing her data for direct marketing purposes. The ICO confirmed that under the UK’s General Data Protection Regulation (GDPR), individuals like Ms. O’Carroll have the right to object to such data processing, especially when it pertains to direct marketing.
According to the ICO, organizations must respect individuals’ decisions regarding the use of their personal information, which includes giving them a clear option to opt out of having their data used for targeted advertising. The ICO also clarified that online targeted advertising qualifies as direct marketing, meaning users can exercise their right to object to such practices.
In response to the settlement, O’Carroll took to LinkedIn to express her satisfaction with the outcome, stating that the case was a victory not only for her but for other UK and EU citizens as well. She argued that the decision paves the way for individuals to challenge surveillance-based advertising across the web. Ms. O’Carroll also praised the ICO for their rational approach and their support in protecting citizens’ rights to control how their data is used in online advertising.
Meta, however, expressed that it fundamentally disagreed with the claims made by O’Carroll, noting that no business can be forced to provide its services for free. A spokesperson emphasized that Facebook and Instagram incur significant costs to build and maintain and that the only way the company can offer these services at no cost is through the revenue generated from personalized ads. The spokesperson also stated that Meta is committed to adhering to the UK GDPR, providing users with robust tools to control their data and advertising preferences.
Further, Meta hinted at the possibility of offering a paid, ad-free subscription option for UK users, similar to the service already available to European Union users. Meta indicated that it would provide additional information about this option in the future.
The ICO has clarified that if users believe an organization is not complying with their request to stop processing their data, they can file a complaint. The ICO will continue its engagement with Meta on this issue to ensure that the rights of UK citizens are respected when it comes to data privacy and the use of personal information for advertising purposes.
This case represents a significant moment in the ongoing debate about online privacy, data collection, and the ethical considerations surrounding targeted advertising. The outcome has not only shifted the practices of a major tech company but also highlights the growing power of individuals and regulatory bodies to challenge the data practices of large corporations.
