Meta has fired a warning shot across the federal government’s bow as it contemplates changes to privacy law that would let users opt out of targeted advertising and deal a hammer blow to the social media giant in Australia.
The US technology giant, which owns Facebook, Instagram and WhatsApp, makes almost all of its money selling ads that can be targeted to people based on things like their location, gender, age and interests. But the Attorney-General’s Department proposed letting users opt out of the practice while forcing companies to keep offering their services in a February review of the Privacy Act, which the government is now considering.
“I think we would all agree... you’d rather not have a car ad all the time,” Claybaugh said. “But it’s also really not a great result for businesses, particularly small businesses [and] also NGOs that rely on targeting to reach people who are interested in their services.” small businesses use Meta advertising because of its effectiveness and ease, but flagged concerns about the company’s market power. Meta has also been sued in numerous jurisdictions over privacy issues.to laws forcing it to pay media companies for news content in 2021. In its submission to the government, of which Meta only released the executive summary, the company said it only opposes 10 of the 116 departmental recommendations.
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