Human rights campaigner Tanya O'Carroll has successfully pressured Meta to cease using her personal data for targeted advertising, resulting in a significant legal settlement. This agreement highlights O'Carroll's argument rooted in U.K. and E.U. data protection law, asserting her right to object to personal data processing for marketing. Despite Meta's claims that its personalized ads don't constitute direct marketing, O'Carroll considers this a landmark victory that supports others in exercising their rights regarding personal data. She emphasized that while satisfied with the outcome, the legal implications remain unresolved.
"It's a bittersweet victory. In lots of ways I've achieved what I set out to achieve - to prove that the right to object exists."
"I think I've shown that targeted advertising is, in fact, direct marketing. But, of course, it's not determined in law."
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