Thousands of Facebook users are demanding that the company stop processing their personal data for direct marketing purposes. Around 5,000 people have written to Meta, Facebook’s parent company, asking it to halt its ad-targeting practices. However, researchers from consumer group Ekō claim the company is continuing to process users’ data despite these objections.
The issue has now been referred to the Irish Data Protection Commission, which oversees Meta’s European operations. Complaints were initially filed in Germany, Norway, and Spain, before being transferred to Irish regulators, according to Norwegian officials. The complaints followed an Ekō investigation that tracked Meta’s ad programme and detected ongoing data use without consent.
Under the EU’s General Data Protection Regulation (GDPR), users have the right to object to their data being used for targeted advertising. If companies are found in violation, they face fines of up to 4% of their global annual revenue or €20 million, whichever is higher.
Meta has already faced penalties under GDPR rules. In 2023, the Irish regulator issued a record €1.2 billion fine against the company for transferring personal data to the US. Meta has since appealed the decision.
These latest complaints come as Meta CEO Mark Zuckerberg reportedly pledged to collaborate with former US President Donald Trump to push back against global regulatory efforts. Meta’s global policy chief, Joel Kaplan, has also criticised Europe’s regulatory stance, warning that it could sideline the continent in the global tech industry.
The outcome of the Irish regulator’s investigation could set a crucial precedent for data protection in Europe.
