Norway Successfully Challenges Meta’s Behavioral Advertising Practices

Norway Successfully Challenges Meta’s Behavioral Advertising Practices

Meta, which has consistently resisted European requirements to gain user consent for using data in targeted advertising, faced a significant pushback from Norway’s regulators, resulting in a landmark victory for privacy rights.

A Watchful Eye on User Activity: Behavioral Advertising Practices

Instagram’s algorithms are continually monitoring user activities, gathering information about individual behaviors and interests to display personalized content and targeted advertisements. Meta, the parent company of Instagram, refers to this information gathering as “activity.” This data can encompass everything from social media comments to unencrypted messages and various online actions, painting a detailed portrait of a user’s preferences, interests, and even personal aspects like musical tastes or menstrual cycles.

Such detailed information leads to what’s termed behavioral advertising, where online behaviors are used to dictate the ads shown to a user. According to Tobias Judin, a spokesperson for Norway’s privacy watchdog Datatilsynet, this data is potent, encompassing literally everything done on these platforms for the sake of targeted advertising.

While European courts have long contended that Meta must obtain explicit user consent to utilize this data for advertising, Norway escalated the matter in July, deeming Meta’s behavioral advertising practices illegal. With a threat to ban such ads and impose daily fines of $100,000, Norway compelled Meta to comply with its demands, heralding a significant shift in the company’s approach to privacy within the European Union, European Economic Area, and Switzerland.

On August 1, just days before the ban was set to commence, Meta released a statement expressing its intention to transition from relying on “Legitimate Interests” to requiring “Consent” for processing data in targeted advertising. Although Meta portrayed this move as voluntary, Norway considered it a triumph for privacy enforcement.

Norway’s Bold Stance and Wider Implications

Norway’s assertive stance on this issue has been seen as a new challenge for Meta. Last year, privacy lawyer Line Coll became the director of the watchdog, signaling an increased emphasis on privacy protection. Coll’s leadership has resulted in practical action, and Norway’s decision to confront Meta marked a turning point in the ongoing legal struggle concerning personalized advertising in Europe.

Meta’s previous justifications for its advertising practices had been questioned and overturned in European courts. Norway’s demand became a pivotal moment, reflecting a broader alignment with European tech regulations. Max Schrems of the Vienna-based privacy campaign group NOYB notes that Norway, though not part of the EU, is enforcing the law as it stands, setting an example that other data protection regulators could follow.


Norway’s victory over Meta serves as a testament to the power of regulatory intervention in safeguarding privacy rights. By compelling one of the largest tech companies to change its advertising practices, Norway has set a precedent that may influence further actions across Europe and beyond. The case highlights the growing tension between commercial interests and individual privacy, underlining the essential role of legal oversight in balancing these competing demands. The event might very well signal a new era in digital privacy, where user consent becomes a non-negotiable aspect of online advertising.

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