The European Data Protection Board (EDPB) decided that Meta cannot force users to accept personalized ads and must obtain a yes/no consent option. The decision overturns a previous draft decision by the Irish Data Protection Commission and requires the Irish DPC to issue a final decision within one month. The EDPB also indicated that a substantial fine will be imposed, though the amount is not yet known.
Why it matters: The ruling forces Meta to obtain explicit opt‑in consent for personalized advertising in the EU, impacting its business model.
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