In a landmark privacy case with potentially far-reaching implications for millions of social media users around the world, Meta has agreed to stop using customized advertising to target a UK resident.
Mark Zuckerberg’s Meta, the parent company of Facebook and Instagram, also confirmed that it was considering offering UK customers the option to buy an ad-free version of its apps. This decision is part of a settlement that actually prevented a trial in the High Court of London.
The lawsuit was filed in court by human rights activist Tanya O’Carroll against the $1.5 trillion firm in 2022. O’Carroll alleged that Meta had broken UK data protection laws by continuing to harvest and process her personal data to show her targeted advertisements. The case was boosted by intervention by the UK’s data protection regulator, the Information Commissioner’s Office (ICO), and was seen to have the potential to create a new legal precedent for online platforms in the UK.
O’Carroll’s move came amid mounting unease over how social media firms were exploiting people’s data. “Information Commissioner’s Office backing confirms that writing is on wall for Meta and its advertising-based business model,” said O’Carroll. She continued, “This is a single settlement, but I think its ramifications go way beyond my case.”. The key is the support of the UK data protection regulator, which has openly confirmed it will help UK users who want to opt out of targeted internet adverts. This right to object will be the main one in the future.
The case, settled on Friday, is a major milestone for O’Carroll. Meta agreed to stop using her information to deliver personalized ads. The ICO supported her, clarifying that citizens have the right to object to the use of their personal data for direct marketing. The regulator asserted that firms need to make available an “opt-out” option for those users who don’t wish to have their data utilized in such a manner. In a statement, the ICO insisted that companies should honor users’ choices regarding how their data is used, with an absolute mechanism to opt out of data-targeted ads.
O’Carroll characterized the settlement as a “victory” for her and for anyone who believes in the right to privacy. “This settlement is not just a victory for me, it’s a victory for anyone who cares about their basic right to privacy,” she said. “None of us signed up for a lifetime of surveillance ads. We shouldn’t be blackmailed by the prospect of losing the power to remain connected with the people we care about.”
On seeing the settlement, Meta maintained it didn’t disagree with O’Carroll’s assertion, reaffirming that it seriously considers its obligations in the UK data protection laws and regulations, including the General Data Protection Regulation (GDPR). While disagreeing, Meta further announced that it is contemplating having a paid membership offering in the UK, wherein it would let consumers pay to experience its site or app advertisement-free. As it stands today, advertising generates nearly 98% of Meta’s revenue.
“Talk of a paid-for subscription is speculative at the moment, and we will update you in due course,” Meta said in a statement. It is also the subject of ICO scrutiny, which has asked it to consider whether UK data protection legislation would come into play under such a model.
Former UK attorney general Dominic Grieve also commented on the case, saying that big tech firms must not be permitted to circumvent the law. “If businesses like Meta wish to do business in the UK, they must be subject to the same legal rules as any other business. They must respect people’s privacy rights, not use them for profit,” Grieve said.
In a surprising move, Meta has been providing an ad-free product within the European Union since a European Court of Justice ruling in 2023. The ad-free product is sold for €7.99 (approximately £6.73) per month and was offered by the company as part of their alignment with stricter EU regulations concerning data privacy.
The ruling in O’Carroll’s case and the changes Meta is considering may have greater implications for the way social media businesses treat user data and privacy. Companies such as Meta may need to rethink their business models as the world becomes more aware of how important it is to safeguard personal information. Providing a paid, ad-free version of their services might make them a more attractive option for consumers who are concerned about privacy and wish to avoid the increasingly ubiquitous nature of targeted advertising.
