In Norway, Meta’s ability to conduct behavioral advertising on Facebook and Instagram has been temporarily suspended. However, this restriction can be lifted if Meta gains users’ explicit consent for data processing.
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Norway’s data protection authority, Datatilsynet, has issued an urgent order for provisional measures regarding Meta’s business. The order will be in effect for an initial period of three months.
In a statement, The Norwegian Data Protection Authority said: “The Norwegian Data Protection Authority does not ban personalised advertising on Facebook or Instagram as such. The decision does not for example stop Meta from targeting advertising based on information a user put in their bio, such as place of residence, gender and age, or based on interests a user has provided themselves. Nor does the decision stop Meta from showing behavioural advertising to users who have given valid consent to it.”.
Meta is allowed to utilize various kinds of targeted advertising, like contextual targeting, that do not depend on tracking and profiling users. It can also choose to continue implementing behavioral advertising, as long as it obtains consent from its users.