#EU#SocialMedia#Meta#Facebook#AdTech#DataProtection#Privacy: "First Statement. The AG Opinion (C-446/21) has just been published. Please refresh this page for any updates. While we are still analysing the details, we hope the initial reaction below captures the key takeaways:
Katharina Raabe-Stuppnig, lawyer representing Mr Schrems: "We are very pleased by the opinion, even though this result was very much expected."
Use of data for advertising must be limited by time, type and source. So far, Meta uses all the data it has ever collected for advertising. For example, Facebook user data can go back as far as 2004. To prevent such practices, the GDPR established the principle of "data minimisation" in Article 5(1)(c) GDPR. So far, Meta has simply ignored this and has not foreseen any deletion periods. The application of the 'data minimisation principle' radically restricts the use of personal data for advertising - even if users have consented to ads. It applies regardless of the legal basis used for the processing, so even a user who consents to personalised advertising cannot have their personal data used indefinitely. While the AG says that the national court would have to decide on the details, factors may be the type of personal data (like age -v- behavioral data), the source (like actively provided data -v- passiv technical tracking) or the context of the collection (like on a social network -v- on third pages)."
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