On May 14, 2025, the Brussels Court of Appeal ruled against the consent model used in tracking-based advertising by major tech firms, concluding it violates EU privacy laws such as GDPR. The judgment focuses on the Transparency and Consent Framework (TCF) in Real-Time Bidding (RTB) systems, highlighting issues with how companies obtain user consent through inadequate pop-up notifications. This ruling represents a significant advancement in the European Unionâs efforts to regulate surveillance advertising, rejecting big tech's claims of compliance and emphasizing the need for clearer consent processes.
Despite the efforts by Big Tech companies to claim compliance with the GDPR by using the TCF, the court ruled that this framework falls short of the regulation's requirements, particularly in terms of transparency and consent.
Each time a user visits a website, information such as location, browsing habits, and even inferred personal attributes like beliefs or health conditions can be shared with thousands of companies.
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