Meta will be fined about 54.7 billion yen for ``forcibly displaying user tracking ads on Facebook and Instagram''

SNS such as Facebook and Instagram analyze user behavior and display advertisements optimized for each user. Regarding this targeting advertising system, Meta, the operator, faced a total fine of 390 million euros (about 54.7 billion yen) for ``did not give the user the option to stop the delivery of targeting advertisements.''

Data Protection Commission announces conclusion of two inquiries into Meta Ireland | 04/01/2023 | Data Protection Commission
https://www.dataprotection.ie/en/news-media/data-protection-commission-announces-conclusion-two-inquiries-meta-ireland

How Meta Uses Legal Bases for Processing Ads in the EU | Meta
https://about.fb.com/news/2023/01/how-meta-uses-legal-bases-for-processing-ads-in-the-eu/

On Facebook and Instagram, advertisements for products and services are displayed among user posts. These ads are not randomly distributed to all users, but after analyzing user posts and accounts they follow, users are classified as 'older male users' and 'women users interested in technology.' ”, and ads are delivered according to the interests of each user.

The system of labeling users and distributing advertisements as described above is called targeting advertising, and is used by many companies. This targeting advertisement itself is not an illegal act, but the ' EU General Data Protection Regulation (GDPR) ' enacted in the EU prohibits the use of user data without the user's permission.

The European Data Protection Council (EDPD) has determined that the situation that ``Facebook and Instagram do not give users the option to refuse targeted advertising'' is against the GDPR, and Facebook has 210 million euros (about 29.4 billion yen), Meta was fined 180 million euros (about 25.2 billion yen) for Instagram, a total of 390 million euros (about 54.7 billion yen). Meta is also required to build a GDPR-compliant system within three months.

Following the EDPD decision, Meta published a blog post titled 'Legal Basis for Ad Processing in the EU' stating, 'We strongly believe our approach (with respect to ad processing) is GDPR compliant and We are disappointed with this decision.' ``Facebook and Instagram are inherently personalized, and providing a unique experience for each user is an essential part of the service,'' he said, violating the GDPR. I claim no.

Meta also said, ``We are evaluating various options to continue optimized ad delivery for each user. It is not correct to point out that ``Meta will not be able to deliver ads within the EU.'' ”, Emphasizing the intention to continue to distribute advertisements.

In addition, Meta also appeals that it implements the following four measures to protect user privacy.

- Updated our terms of use and privacy to clarify the types of data we collect and how we use it.
・Provision of a function that allows you to control your own data with just a few taps.
・Provision of tools for searching and deleting own data.
・Provides a function to display the reason why an ad is displayed.