Online rights activists have lodged complaints with data protection authorities in various European countries regarding the targeted advertising practices of U.S. software firm Meta, as reported by the Eko group on Thursday.
The complaints were submitted to regulatory bodies in Norway, Germany, and Spain following evidence collection showing that Meta's parent company, Facebook, had disregarded explicit user requests to opt out of data collection and targeted ads.
A Meta spokesperson indicated that the company was not informed about the specifics of the Eko complaints and therefore could not provide a response at this time. However, they emphasized Meta's commitment to safeguarding users' data privacy.
In accordance with European data protection regulations, the U.S. tech giant introduced ad-free versions of Facebook and Instagram in Europe that entail a paid subscription. Conversely, users who consent to being tracked – the majority – receive a free service funded by advertising revenue. The European Data Protection Board (EDPB) was made aware of the situation in 2024 but has not taken any measures thus far.
"E.U. data protection regulators must hold Meta accountable," stated spokesperson Eoin Dubsky. He noted that 5,000 members of the group had requested Meta to cease processing their personal data. Despite users granting permission, Eko observed Meta persisting in serving them targeted ads.
Dubsky highlighted that Eko's objective is to prompt an investigation or intervention from the regulatory authorities.
The Norwegian data protection authority spokesperson confirmed receipt of complaints from Eko members and stated that they had forwarded them to the Irish Data Protection Commission, the primary supervisory authority for Meta in Europe.
"Nonetheless, as a general principle, the right to object is crucial for individuals, as intrusive tracking and monitoring for advertising purposes could infringe upon their fundamental rights," said Tobias Judin, adding that Norway would stay engaged in the matter.