Meta Faces Legal Challenge Over Personalized Advertising
Facebook has agreed to stop serving targeted ads to a UK user after she filed a lawsuit against its parent company, Meta. The case, brought by Tanya O’Carroll, a London-based tech policy and human rights advocate, could set a precedent for users seeking greater control over their personal data on social media.
A Landmark Privacy Victory
O’Carroll, 37, took legal action against Meta in 2022, arguing that its targeted advertising system violated UK data protection laws. She claimed Facebook’s use of her personal data to curate ads without clear consent amounted to direct marketing, which falls under the UK’s General Data Protection Regulation (GDPR).
“I knew that this kind of predatory, invasive advertising is something we all have a legal right to object to,” she told BBC Radio 4.
Facebook’s Data Tracking Raises Concerns
O’Carroll became acutely aware of Facebook’s data tracking in 2017 when she noticed a sudden influx of baby-related ads—before she had even announced her pregnancy publicly.
“I just found it unnerving. Facebook had already determined I was pregnant before I told anyone,” she said.
The UK’s Information Commissioner’s Office (ICO) backed her claim, emphasizing that companies must respect users’ choices regarding data usage.
Meta’s Response: Defending Targeted Advertising
Despite settling the case, Meta disagrees with the claims, arguing that targeted ads are essential for keeping its platforms free.
“No business can be mandated to give away its services for free,” a Meta spokesperson stated, adding that Facebook and Instagram rely on personalized advertising to connect businesses with potential customers.
The company also hinted at launching a subscription model for UK users, similar to its ad-free paid plans in Europe.
What This Means for UK Facebook Users
O’Carroll’s settlement may pave the way for more UK users to opt out of targeted ads.
“If others want to exercise their rights, they now have a gateway to do so with the UK regulator’s backing,” she said.
As privacy concerns grow, this case could mark a shift in how big tech companies handle data privacy and user rights in the UK.
