Challenges to Meta’s Tracking and Profiling Practices in Europe: A Closer Look at the Latest Complaint by noyb

Adtech giant Meta, the parent company of Facebook and Instagram, is facing a second challenge in Europe over its tracking and profiling practices. Privacy rights advocacy group noyb has filed a complaint with the Austrian data protection authority, alleging that Meta is violating EU law by making it difficult for users to withdraw consent to tracking ads compared to agreeing to them.

Last year, Meta faced major privacy decisions that invalidated its legal bases for processing Europeans’ data for ad targeting. In response, Meta announced a switch to a consent basis for tracking, offering users the choice to pay for ad-free versions of its products or consent to tracking for free. However, noyb argues that the process for withdrawing consent is not as easy as granting it, as users are required to pay a subscription fee to opt out of tracking.

The complaint highlights the friction in Meta’s approach to consent, pointing out that the GDPR requires consent to be as easy to withdraw as it is to give. With penalties for GDPR breaches potentially reaching up to 4% of global annual turnover, Meta could face significant consequences if found to be in violation of the law.

While Meta claims its approach to consent is in line with European regulations, privacy experts and advocacy groups like noyb are pushing back, calling for a more user-friendly and transparent process for withdrawing consent. The regulatory landscape surrounding data protection and privacy in Europe is complex, with different authorities offering varying interpretations of the law.

As the case unfolds, the outcome could have significant implications for how tech companies like Meta handle user data and privacy in the future. The battle between privacy advocates and adtech giants like Meta is likely to continue as regulators seek to protect user rights in the digital age.