Norway’s data protection agency, Datatilsynet, has announced its intention to impose fines on Meta, the owner of Facebook and Instagram, for violating a ban on utilizing users’ personal data to tailor advertisements. The agency will fine Meta approximately $100,000 per day, starting from August 14. The fine stems from a decision made on July 14, when Datatilsynet temporarily prohibited behavioral advertising on the mentioned platforms.
Tobias Judin, who heads Datatilsynet’s international department, explained that Meta’s behavioral advertising practices involve intrusive surveillance of users, impinging on their data protection rights and freedom of information. The agency is particularly concerned about vulnerable groups on the platforms, including young individuals, the elderly, and those with cognitive disabilities. Datatilsynet contends that Meta’s actions contravene data protection laws.
The initial ban was announced on July 17, with a deadline of August 4 for Meta to make necessary changes. Since Meta has not complied with the ban, the agency is issuing coercive fines. Meta recently announced its plan to seek user consent within the European Union, European Economic Area (EEA), and Switzerland before employing targeted advertising on its networks. This change follows the dismissal of Meta’s previous legal justification, “legitimate interest,” by European regulators in January.
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While the move toward obtaining user consent is seen as positive, Datatilsynet’s Judin notes that personal data is still being processed unlawfully in the interim. Meta has stated its intention to appeal the decision by the Norwegian watchdog, asserting that they believe they have already committed to the consent requirements stipulated by the authority.
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