EDPB said that offering only paid alternatives to services that involve processing personal data for targeted advertising “should not be the default method going forward.”
The European Data Protection Board (EDPB) has stressed that Meta must give EU consumers “real choice” regarding new subscription models, with users currently paying for an ad-free version of the app. or consent to targeted apps. advertisement.
This model, known as “consent or pay,” is seen by some as a smokescreen aimed at justifying mass data collection, and many EU consumer groups argue that the practice is prohibited under the GDPR. They claim that it is illegal.
According to an EDPB statement released yesterday (April 17), the EDPB said large online platforms like Meta “in most cases cannot meet the requirement for valid consent if they only confront users. I think it’s “impossible.” You have the choice of consenting to the processing of your personal data for behavioral advertising purposes or paying a fee. ”
The report said that offering only paid alternatives to services that involve processing personal data for behavioral advertising purposes “should not be the default course of action” for controllers.
“When developing alternatives, major online platforms should consider providing individuals with ‘comparable alternatives’ that do not involve payment of fees. EDPB explained, “If a company chooses to charge a fee, due consideration should be given to the provision of additional alternatives.”
“This free alternative does not use behavioral advertising and must, for example, use ad formats that process little or no personal data. This is important in assessing valid consent under the GDPR. This is a particularly important element.”
The new model was first reported late last year and later confirmed by Meta. This is a meta-app Instagram and Facebook EU users can choose to use the app for free with personalized ads enabled or sign up for a monthly subscription for an uninterrupted and privacy-friendly experience. It means you can.
In February, eight consumer organizations from the European Consumer Organizations (BEUC) network filed a complaint against Meta with national data protection authorities. Participating groups come from a variety of countries, including Spain, France, Denmark, and Greece.
BEUC deputy director-general Ursula Pakul said at the time that the new model was Meta’s latest effort to justify “massive commercial surveillance” of its users.
This time, the EDPB also echoed some of these opinions. Anu Taras, the group’s chair, said online platforms should offer users “real choice” when adopting a “consent or pay” model.
“Today’s models typically require individuals to transfer all their data or pay a fee. As a result, most users consent to processing in order to use a service, but they do not understand how their choices We don’t fully understand the impact it has.”
In response to the EDPB’s opinion (to which Meta has not yet responded), privacy rights activist Max Schrems said that Meta is now “out of options” in the EU.
“You need to give users a true yes/no choice for personalized ads. It’s still possible to charge sites for reach or participate in contextual advertising, but tracking people for ads requires a clear “yes” from users. ”
Last month, Meta proposed lowering the price of Facebook and Instagram’s ad-free subscription models in the EU market.
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