The European Data Protection Board issued an opinion stating that Meta may not rely on a pay‑or‑consent scheme to process personal data for behavioural advertising. The decision requires Meta to offer a genuine opt‑in choice rather than a fee‑based alternative. The opinion follows earlier CJEU rulings that such models do not meet the GDPR's freely‑given consent requirement.
Why it matters: The EDPB clarification limits Meta's ability to charge users for ad tracking, reinforcing the GDPR's consent standards across the EU.
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