O’Carroll v Meta: Facebook agrees to stop targeting ads to the plaintiff.
March 25, 2025
Tanya O’Carroll commenced proceedings against Meta seeking orders that Facebook stop using her personal data to create targeted ads on subjects that it believed she would be interested in. She argued that Facebook’s campaign was direct marketing under the UK legislation. Meta has settled the claim agreeing to stop sending targeting advertisements using her personal information. The Information Commissioner’s Office is very happy. So happy that it issued a statement. The ICO has always regarded targeted advertising as being direct marketing under the legislation.it intervened in the case with an amicus curiae brief.
Under the Australian Privacy Act 1988 Australian Privacy Principle 7 addresses direct marketing directly, with the key issues being:
- APP 7 provides that an organisation must not use or disclose personal information it holds for the purpose of direct marketing unless an exception applies. APP 7 may also apply to an agency in the circumstances set out in s 7A.
- Direct marketing involves the use or disclosure of personal information to communicate directly with an individual to promote goods and services.
- Where an organisation is permitted to use or disclose personal information for the purpose of direct marketing, it must always:
- allow an individual to request not to receive direct marketing communications (also known as ‘opting out’), and
- comply with that request.
- An organisation must, on request, provide its source for an individual’s personal information, unless it is impracticable or unreasonable to do so.
There has been no similar case in Australia to O’Carroll v Meta. There is a basis for making the same argument here given the content of APP 7.
The ICO statement provides:
An ICO spokesperson said:
“People have the right to object to their personal information being used for direct marketing, and we have been clear that online targeted advertising should be considered as direct marketing.
“Organisations must respect people’s choices about how their data is used. This means giving users a clear way to opt out of their data being used in this way.
“If people believe that an organisation is not complying with their request to stop processing their data, they can file a complaint to us. We will continue to engage with Meta on this issue.”
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