Tanya O'Carroll's lawsuit against Meta has led to a significant change in how Facebook handles targeted advertising. Following her claim that such ads constituted direct marketing under UK law, Meta has agreed to cease using personal data for individual ad targeting. O'Carroll, who became aware of invasive advertising when expecting a child, argues that users should have the right to control their data and reject intrusive surveillance practices. This case may pave the way for similar actions by others against Facebook's advertising model.
"I knew that this kind of predatory, invasive advertising is actually something that we all have a legal right to object to," Ms O'Carroll told Radio 4's Today Programme.
"I just found it unnerving - this was before I'd even told people in my private life, and yet Facebook had already determined that I was pregnant," she continued.
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