Restrictions on the use of personal data by social networks for direct marketing (Schrems v Meta Platforms Ireland)
EU Law analysis: Privacy activist Maximilian Schrems brought a claim against Meta Platforms Ireland (Meta) before the Austrian courts, alleging that Meta was unlawfully processing his personal data. Meta had directed targeted advertising at Schrems that reflected his interests as perceived by Meta, including his sexual orientation. The Austrian Supreme Court referred two questions to the Court of Justice. In its judgment, the Court of Justice held that principle of data minimisation prevents unrestricted aggregation, analysis and processing of personal data obtained by a data controller from data subjects or third parties for the purposes of targeted advertising. The Court of Justice also held that data concerning sexual orientation that are manifestly made public by an individual may be processed–but that this does not amount to the individual’s consent to the processing of other data relating to their sexual orientation, obtained using partner third-party websites, for the purposes of enabling personalised advertising. Written by Rohan Massey, partner, and Cameron Grabowski, trainee solicitor, at Ropes & Gray International LLP.