Facebook will have the first real legal threat to its operations when the General Data Protection Regulation comes into force in Europe on May 25 after which Facebook will no longer be able to use personal behaviour data for ad targeting unless it is given consent. But some publishers in Europe say it can get consent easily just because of the huge number of users. That might be offset by increased user awareness after Cambridge Analytica. The European Commission has said that if a company does not give users explicit consent, then they should face fines or even criminal charges. The company has not commented in detail about the new law.
Facebook will have the first real legal threat to its operations when the General Data Protection Regulation comes into force in Europe on May 25 after which Facebook will no longer be able to use personal behaviour data for ad targeting unless it is given consent. But some publishers in Europe say it can get consent easily just because of the huge number of users. That might be offset by increased user awareness after Cambridge Analytica. Also, Facebook could launch non-personalized ads that do not rely on personal data. The company has not commented in detail about the new law.