Norway is set to impose a temporary ban on Facebook and Instagram, both operated by the U.S. technology firm Meta, from tracking users online for personalized advertising. The Norwegian Data Protection Authority has ordered Meta to halt the practice of displaying personalized ads based on users’ online behavior and estimated locations. The ban will be in effect for three months starting from August 4, during which Meta will only be allowed to show customized ads based on information explicitly provided by users in their profile’s “about” section.
This decision comes in the wake of the Court of Justice of the European Union’s ruling on July 4, which found that Meta was unlawfully collecting users’ data without explicit consent for targeted advertising based on the company’s “legitimate interest.” In addition to Norway’s action, the Irish Data Protection Commission, as Meta’s lead privacy regulator for Europe, has also fined the company €390 million and ordered it to find a new legal basis for its advertising practices. Meta has appealed this decision, and the Irish Data Protection Commission is expected to make a ruling on the matter by mid-August.
The Norwegian regulator’s ban on behavioral advertising is the first of its kind in response to the EU court’s ruling, and they intend to seek an urgent binding decision from the European Data Protection Board (EDPB) to determine the final measures. Other European countries have until July 21 to submit their assessments to the Irish Data Protection Commission regarding Meta’s compliance with the GDPR for targeted advertising.
In response to the situation, Meta has stated that they continue to engage with the Irish Data Protection Commission to address compliance issues and that there will be no immediate impact on their services due to Norway’s decision. The debate surrounding legal bases for data processing in advertising remains ongoing, and businesses are facing regulatory uncertainty in this area.