EU Court Rules on Meta's Advertising Practices Involving Sexual Orientation

EU Court Ruling on Meta’s Advertising Tactics

Privacy issues surrounding Meta and its advertising practices have reached a new height with the ruling from the European Court of Justice. The court determined that personal data relating to a user's sexual orientation cannot be used for targeted advertising, even if disclosed publically. This landmark decision comes from a case initiated by privacy activist Max Schrems, who has long been a vocal opponent of Meta's data handling policies.

The Background of the Case

• Max Schrems, founder of the Austrian privacy group NOYB, initiated a challenge against Meta in 2014.
• He claimed Meta was exploiting his public statements about his sexual orientation for targeted ads.
• The case was ushered to the EU’s top court after a judge previously ruled in favor of Meta.

The Court’s Findings

The Court of Justice of the European Union (CJEU) ruled that Meta Platforms Ireland collecting personal data concerning users’ activities does not give them the right to use sensitive topics for targeted advertising. This decision underscores the importance of consent and highlights boundaries set by GDPR, which mandates personal data should not be processed indiscriminately for advertising purposes.

Implications of the Ruling for Social Media Advertising

The CJEU’s ruling has broader implications than just for Meta. It establishes a critical precedent regarding how personal data, especially sensitive information like sexual orientation, can be aggregated and used for advertising. Privacy advocates like Katharina Raabe-Stuppnig emphasize that this clarity in regulations is essential in the evolving landscape of digital advertising.

For more information about this landmark ruling and its implications for privacy and advertising practices, we recommend checking leading technology news sources.