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Facebook users cannot decline targeted ads despite impending EU privacy law

Last updated: 08:20 18 Apr 2018 EDT, First published: 08:07 18 Apr 2018 EDT

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Shares of Facebook were up in pre-market trading

Facebook Inc (NASDAQ:FB) is rolling out changes to comply with the European Union’s new privacy law that will go into effect on May 25.

Known as the General Data Protection Regulation, the law aims to give people control of their data. The law applies not only to companies in the EU, but also companies who operate there.

READ:Top EU data chief summons Zuckerberg to testify in front of EU lawmakers

The social network will begin asking users, both in and out of the EU, to review how their data is being used. Users can opt out of sharing their political and religious beliefs and will be given the option to turn on facial recognition in the EU and Canada.

While users will be able to make choices about their data, they won’t be able to avoid targeted ads entirely.

Facebook is an advertising-supported service,” said Facebook Deputy Chief Privacy Officer Rob Sherman in a briefing, as per Reuters report. Sherman said it would not be possible for users to avoid targeted ads altogether.

Users in the EU will be asked starting this week, and users worldwide in the coming months, by “permission screens”. There will be no option to decline, only to “accept and continue” or “manage data setting”, according to copies showed to Reuters.

READ: Analysts remain bullish on Facebook, give thumbs-up to Zuckerberg’s testimony before Congress

“People can choose to not be on Facebook if they want,” said Sherman.

In the wake of the Cambridge Analytica situation that led to 87 million users’ personal information disclosed, how Facebook navigates the new privacy law will likely be subject to scrutiny.

Companies that violate the law will be subject to fines of either US$24.6mln or 4% of its total global turnover, whichever is the greater amount.

Shares of Facebook were up 2.3% to US$168.66 in pre-market trading on Wednesday.

 

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