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Nov. 29, 2023

Implications of EDPB Meta Ruling on Behavioral Advertising Practices

  • Jaclyn Jaeger
    Cybersecurity Law Report
The European Data Protection Board's (EDPB's) decision late last month instructing the Irish Data Protection Commission to impose a permanent ban on Meta Ireland’s processing of personal data for behavioral advertising purposes is likely to have reverberating effects across the entire advertising technology industry. The winding road of Meta’s years-long legal battles has been closely watched by privacy advocates, adtech companies and E.U. regulators alike. This article examines the procedural history of Meta’s multiple legal challenges leading up to the EDPB’s binding decision, and, with insights from Ropes & Gray, Fox Rothschild and Squire Patton Boggs, the practical implications for the adtech industry, including considerations around use of subscription models. See “E.U. Regulators Bar Meta From Requiring Users to Pay With Their Data” (Jan. 25, 2023).

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