The Court of Justice of the European Union ruled that public declarations about sexual orientation do not permit companies to target individuals with sensitive ads, reaffirming strict EU privacy laws.
Meta claimed it does not extract sensitive data for personalized advertising, but the EU court confirmed that the company incorporates broader user behavior outside of its platforms to inform its ad targeting.
The ruling emphasizes that even if a user’s sexual orientation can be inferred from their activities, that information cannot be used for targeted advertising, bolstering privacy protections under EU law.
Schrems' attorney asserted that this landmark decision will enhance regulations on Meta's data use, reinforcing users' rights to privacy as well as control over their personal information.
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