On 27 October 2023, the European Data Protection Board (EDPB) issued a critical and binding decision against Meta Ireland Ltd, marking a significant challenge to their practices.
The EDPB found that Meta had created detailed user profiles without consent by monitoring user activity on Facebook and Instagram for targeted advertising.
This approach breached the principles of the General Data Protection Regulation (GDPR), forcing the EDPB to enforce a ban on Meta's use of personal data for personalised advertising.
Irish authorities quickly followed suit, extending this ban to processing such data throughout the European Economic Area (EEA).
This directive has significant implications for businesses, requiring immediate and thorough adjustments to their data handling and advertising strategies.
Here are some key steps you can take to prepare for the changes ahead: