Coalition Urges European Data Protection Board to Reject Meta’s “Consent or Pay” Tactic

A coalition of more than two dozen digital and democratic rights groups, NGOs, and not-for-profits have joined forces to urge the European Union’s regulatory body for data protection to reject a controversial tactic employed by Meta in its latest attempt to bypass the bloc’s privacy laws. The tactic in question, known as “consent or pay,” has raised concerns about the erosion of privacy rights and the potential reshaping of the web for the worse.

Last year, Meta announced that it would require users in the EU to consent to tracking and profiling in order to receive targeted ads, offering them a choice between paying for an ad-free subscription or agreeing to tracking. This approach, dubbed a “Hobson’s choice” by critics, has been challenged as a violation of the General Data Protection Regulation (GDPR), which requires that consent for data processing be freely given.

The coalition of organizations, including prominent groups like noyb and Wikimedia Europe, have written to the European Data Protection Board (EDPB) to express their concerns about the “pay or okay” tactic. They argue that allowing such practices would undermine the GDPR’s protections and pave the way for a surveillance-based business model that prioritizes profit over privacy.

The EDPB has been called upon to issue an opinion on the matter, with a deadline set for late March or early May. The outcome of this decision could have far-reaching implications for companies like Meta and the broader internet ecosystem, as well as for the fundamental rights of European citizens.

The letter to the EDPB was signed by a diverse group of organizations, including the Association for Technology and Internet in Romania, Bits of Freedom, Corporate Europe Observatory, and the Electronic Frontier Norway, among others. These groups are united in their call for the EDPB to uphold the principles of data protection and ensure that individuals have a genuine and free choice when it comes to the processing of their personal data.

As the debate over “consent or pay” continues to unfold, all eyes will be on the EDPB as it navigates the complex landscape of privacy rights and digital freedoms in the EU. The outcome of this decision could shape the future of data protection and online privacy for years to come, making it a critical moment for advocates and stakeholders alike.