Excerpt from Adgully Article, Published on Mar 24, 2025.
Meta has agreed to stop using personal data for targeted ads following a legal challenge from London resident Tanya O’Carroll. This decision marks a major shift in how Meta handles personal data after O’Carroll argued that the tech giant violated her rights under GDPR by using her personal data to deliver targeted ads without proper consent.
O’Carroll, a tech policy and human rights expert, claimed Meta’s advertising system was intrusive. She recalled how, during her pregnancy in 2017, Facebook ads quickly shifted to baby-related content before she had publicly shared the news. This experience raised concerns about how Meta collects and processes personal data to shape users’ online experiences. Her lawsuit rested on the argument that Meta’s targeted ads constituted direct marketing, giving her the right to object under UK data protection laws. Meta countered that its advertising model does not target individuals directly but instead categorizes users into broad groups. However, the Information Commissioner’s Office (ICO) backed O’Carroll’s stance, reaffirming that organizations must respect users’ choices regarding their personal data.
As part of the settlement, Meta has agreed to stop using O’Carroll’s personal data for targeted marketing, effectively granting her the ability to opt out of personalized ads. O’Carroll hopes her case will encourage others to challenge Meta’s advertising policies and assert their control over their personal data. While Meta insists its ad-based model supports free services and economic growth, the company is now exploring a subscription-based option in the UK, similar to its European model, where users can pay to avoid ads. This case sets a crucial precedent, reigniting discussions on how tech giants like Meta handle personal data and consumer rights in the digital age.
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