Facebook has agreed to cease targeting ads at Tanya O'Carroll following her lawsuit against its parent company, Meta. O'Carroll, a London-based tech policy and human rights professional, views this decision as a potential precedent for others wishing to opt-out of targeted advertising based on personal data. The UK's Information Commissioner's Office (ICO) supports the notion that online targeted advertising qualifies as direct marketing.
O'Carroll's lawsuit, filed in 2022, was prompted by her discomfort with Facebook's targeted ads, particularly after discovering her pregnancy in 2017, which led to an influx of baby-related advertisements before she had informed anyone. She argued that Facebook's practices violated the General Data Protection Regulation (GDPR), which governs personal data usage.
Meta contended that its ad targeting does not constitute direct marketing since it targets groups of at least 100 users. However, the ICO disagreed, emphasizing the necessity for organizations to respect individuals' data usage preferences. O'Carroll confirmed that Meta agreed to stop using her personal data for direct marketing, allowing her to eliminate targeted ads on Facebook.
Despite her concerns, O'Carroll intends to continue using Facebook for its social connections. She hopes her settlement will empower others to exercise their rights against targeted advertising. Meta, while disagreeing with O'Carroll's claims, highlighted the financial model of its services, which rely on personalized advertising to remain free for users. The company is considering a subscription model for UK users, similar to what is offered in Europe, to provide an ad-free experience.
