Meta has been fined €390 million euros (£346 million) for breaking European Union (EU) data rules.
The Irish Data Protection Commission (DPC) said the way Meta asked permission to use peoples’ data for ads on Facebook and Instagram was unlawful.
Meta, which owns both platforms, has three months to change how it obtains and uses data to target ads.
The company said it was “disappointed” and intends to appeal, stressing that the decision does not prevent personalised advertising on its platforms.
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The regulator said Facebook and Instagram cannot “force consent” by saying consumers have to accept how their data is used or leave the platform.
As Facebook and Instagram have European headquarters in Ireland, the DPC takes the lead in ensuring they comply with EU data law.
Privacy campaigners say the decision is a major victory and means Meta will have to give users real choice over how their data is used to target online advertisements.
It means Meta will potentially have to change the way a key part of its business works.
The bulk of the firm’s money, over $118bn (£97.8bn) in 2021, comes from advertising
The fine is the second significant penalty imposed by the watchdog in recent months.
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