Can free Facebook and Instagram without personalized advertisements come?

By: Trademagazin Date: 2024. 04. 24. 11:34

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Great anticipation preceded the decision of the EU Data Protection Board (EDPB) regarding the data protection aspects of the “consent or pay” business model used mostly by Meta. What is expected to be the impact of the opinion on the operation of social media and platforms, what can all this mean for market players and users? We discussed the above questions with Iván Bartal, head of the data protection law practice of the Oppenheim Law Firm.

The essence of the model is that users can choose between only two solutions: either they consent to the service provider using their data for the purpose of behavioral advertising, or they pay for the use of the service. This solution has already received a lot of criticism, and Meta, which also operates Facebook and Instagram, has been looking for a solution for a long time to bring its business model built on personalized advertising and maintaining user attention into compliance with strict European data protection legislation. . Finally, in its opinion issued on April 17, the panel recommends to companies using the above business model or planning to use it, to offer users an additional, third alternative in order to comply with data protection law, based on which users can continue to use the service for free, but they do not have to consent to the use of their data for behavioral advertising.