Meta: EU limits use of data for targeted advertising

(CercleFinance.com) - The Court of Justice of the European Union (CJEU) has ruled that social networking platforms such as Facebook cannot collect and process all their users' personal data indefinitely for targeted advertising purposes, without complying with the 'data minimization' principle enshrined in the RGPD.


This principle requires that only strictly necessary data be used, and that a distinction be made according to the nature of the data.

This European justice ruling comes after Meta Platforms (Facebook) used information about a user's sexual orientation to offer him targeted advertising, relying on data collected both on and off Facebook, via cookies and other tracking devices.

However, the CJEU affirmed that even if this user had made his sexual orientation public during a roundtable discussion, this did not authorize Meta to process other data related to this information, obtained outside the platform.

Thus, the fact of having publicly expressed sensitive information does not allow a company to collect and analyze similar data from other sources, without strict compliance with the rules of the RGPD, the Court points out.


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