Meta agrees to halt targeted ads in landmark UK privacy case

Meta, the owner of Facebook and Instagram, has agreed to stop targeting a UK citizen with personalised adverts as part of a settlement in a landmark privacy case.

The case, which avoided a high court trial, was brought by human rights campaigner Tanya O’Carroll in 2022, who claimed Meta had violated UK data laws by processing her personal data for targeted advertising without her consent.

O’Carroll’s case received support from the UK’s data watchdog, the Information Commissioner’s Office (ICO), which stated that users have the right to opt out of targeted ads.

The settlement has been hailed as a victory for O’Carroll, with potential implications for millions of social media users in the UK. Meta, however, disagreed with the claims. Instead of this, the company was considering introducing a subscription model in the UK for users who want an advert-free version of its platforms.

The ICO’s stance in favour of privacy rights could prompt similar lawsuits in the future, as users are increasingly demanding control over how their data is used online.

O’Carroll argued that the case demonstrated the growing desire for more control over surveillance advertising and said that the ICO’s support could encourage more people to object to targeted ads.

Meta, which generates most of its revenue from advertising, emphasised that it took its privacy obligations seriously and was exploring the option of a paid, ad-free service for UK users.

For more information on these topics, visit diplomacy.edu.