“Meta has stated that they will ask users for consent to use their data for behavioural marketing in the future. However, the company has not introduced any actual changes yet, and thus the illegal activities continue to this very day.”
Norway’s regulator banned Meta’s behavioural ads and Meta kept running them. Now the EDPB makes the ban permanent across the EU and EEA, covering over 250 million users. The catch is that it lands as an instruction to the Irish Data Protection Commission, which must issue the ban before it bites. Meta’s answer is a “pay or okay” scheme that charges you to not be tracked.