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‘Pay or Consent:’ Personalized Ads, the Rules, and What’s Next
International Association of Privacy Professionals
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In a widely discussed move, Meta gave Facebook and Instagram users the choice between paying for an ad-free experience or keeping the services free of charge using ads. The legal reality behind that choice is more complex. Users who continue without paying are asked to consent to the processing of their data for personalized advertising. In other words, this is a “pay or consent” framework for the processing of first-party data.