OSLO: In a decisive move, Norway’s data protection agency, Datatilsynet, announced on Tuesday that it will impose daily fines of nearly $100,000 on Meta, the parent company of Facebook and Instagram, for disregarding a ban on utilizing users’ personal information for targeted advertising.
Starting from August 14, Meta will be subject to a daily fine of one million kroner ($97,000) for failing to adhere to the ban on behavioral advertising that was imposed on July 14. The ban stems from concerns over the intrusive surveillance of users’ data, which infringes upon their rights to data protection and freedom of information, as highlighted by Tobias Judin, the head of Datatilsynet’s international department.
Judin emphasized the potential vulnerability of various user groups on the platforms, including “young people, the elderly, and people with cognitive disabilities.” He raised concerns that sensitive personal data could be misused for advertising purposes, leading to a violation of data protection laws.
Met Failed to Take Corrective Measures
Despite Datatilsynet’s initial announcement of the ban on July 17, Meta had not taken the required corrective measures by the deadline of August 4, prompting the imposition of the coercive fine.
Last week, Meta declared its intention to seek users’ consent within the European Union, European Economic Area (EEA), and Switzerland before implementing targeted advertising on its networks. This move follows the dismissal of the “legitimate interest” justification that Meta had previously employed to collect users’ personal data for tailored advertising purposes, a decision made by European regulators in January.
While acknowledging the positive change in Meta’s approach, Judin underscored that personal data continues to be processed unlawfully during the interim period.
The imposition of fines by Norway’s data protection agency underscores the growing scrutiny and demand for accountability from tech giants regarding user data privacy and protection, signaling a broader trend towards increased regulatory oversight in the digital realm.
