Facebook Stops Targeting Individual Ads After Legal Action
Tanya O'Carroll, a 37-year-old London resident, has successfully forced Facebook to cease targeting her with ads based on her personal data. This landmark decision is seen as a gateway for others wishing to opt-out of personalized advertising.
O'Carroll, who works in the tech policy and human rights sector, filed a lawsuit against Meta in 2022, challenging the way the platform uses personal data for targeted ads. She stated, "I knew that this kind of predatory, invasive advertising is something we all have a legal right to object to."
The Shift in Advertising
O'Carroll realized the extent of Facebook's targeted advertising when her ads began to change dramatically upon discovering her pregnancy in 2017, receiving ads related to baby products and motherhood before she had even shared the news with friends or family.
Legal Background
The UK’s Information Commissioner's Office (ICO) has indicated that online targeted advertising should be considered direct marketing. O'Carroll's lawsuit argued that Facebook's approach violates individuals' rights under the General Data Protection Regulation (GDPR), which governs how personal information is utilized.
Meta contended that its ads are targeted to groups rather than individuals, but the ICO disagreed, stating that organizations must respect users' choices regarding their data.
Outcome and Implications
Following the legal agreement, O'Carroll expressed relief, saying, "I've essentially been able to turn off all the creepy, invasive, targeted ads on Facebook." She hopes her victory will empower others facing similar issues with targeted advertising.
Despite the ruling, Meta is exploring subscription services that would allow users to access platforms without ads, similar to what is available in parts of Europe.
O'Carroll continues to value her connections on Facebook, stating she does not wish to stop using the platform, which is integral to her personal life.
Meta's Response: The company disagreed with O'Carroll's claims, defending the necessity of personalized ads to keep their services free for users, highlighting the economic benefits of connecting businesses with potential customers.
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