Online rights activists have filed complaints with data protection authorities in several European countries about U.S. software firm Meta’s targeted advertising practices, the Eko group said on Thursday.
The group said it had filed complaints with watchdogs in Norway, Germany and Spain after collecting evidence that Facebook’s parent company had not listened to explicit user requests to opt out of data collection and targeted advertisements.
A Meta spokesperson said the company was unaware of the details of the Eko complaints and could not respond, but that it is committed to protecting users’ data privacy.
In light of Europe’s data protection rules, the U.S. tech giant introduced ad-free versions of Facebook and Instagram in Europe that require a paid subscription, and people who agree to be tracked – most users – get a free service funded by ad revenues. Europe’s Data Protection Board (EDPB) questioned that policy in 2024 but has not taken action.
“EU data protection regulators must pull Meta into line,” spokesperson Eoin Dubsky said. He said 5,000 members of the group, which seeks to defend consumer rights against corporations, had asked Meta to stop processing their personal data. With the users’ permission, Eko then observed as the company continued to serve them targeted ads.
Dubsky said Eko’s goal is to trigger an investigation or action from the watchdogs.
A spokesperson for Norway’s data protection authority confirmed it had received complaints from Eko members and that it has relayed them to the Irish Data Protection Commission, the lead supervisory authority for Meta in Europe.
“However, speaking on a general level, the right to object is a key right for individuals, as invasive tracking and monitoring for advertising purposes may violate their fundamental rights,” Tobias Judin said, adding that Norway would remain involved in the case.