Following the news that claimant Tanya O’Carroll and defendant Meta have settled ahead of what was likely to be a landmark data protection case, what are the implications?
Ms O’Carroll argued that advertising served to her on Facebook, because it was targeted at her, met the definition of “direct marketing” under section 122(5) of the Data Protection Act 2018 (“the communication (by whatever means) of advertising or marketing material which is directed to particular individuals”) and thus the processing of her personal data for the purposes of serving that direct marketing was subject to the absolute right to object under Article 21(2) and (3) UK GDPR.
Meta had disputed that the advertising was direct marketing.
The “mutually agreed statement” from Ms O’Carroll says “In agreeing to conclude the case, Meta Platforms, Inc. has agreed that it will not display any direct marketing ads to me on Facebook, will not process my data for direct marketing purposes and will not undertake such processing (including any profiling) to the extent it is related to such direct marketing”.
One concludes from this that Meta will, at least insofar as the UK GDPR applies to its processing, now comply with any Article 21(2) objection, and, indeed, that is how it is being reported.
But will the upshot of this be that Meta will introduce ad-free services in the UK, but for a charge (because its advertising revenues will be likely to drop if people object to targeted ads)? It is indicating so, with a statement saying “Facebook and Instagram cost a significant amount of money to build and maintain, and these services are free for British consumers because of personalised advertising. Like many internet services, we are exploring the option of offering people based in the UK a subscription and will share further information in due course”.
The ICO intervened in the case, and have uploaded a summary of their arguments, which were supportive of Ms O’Carroll’s case, and her lawyers AWO Agency have also posted an article on the news.
The views in this post (and indeed most posts on blog) are my personal ones, and do not represent the views of any organisation I am involved with.
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