European privacy regulators, united in the European Data Protection Board (EDPB), have adopted guidelines on targeting social media users.
Targeting of social media users is a way of targeted advertising. It is part of the revenue model of many social media providers.
These guidelines focus on the roles and responsibilities of advertisers and social media providers. Among other things, the guidelines address privacy risks for social media users and key requirements of privacy legislation, such as the legal basis for processing.
The EDPB published a preliminary version of the guidelines in October 2020. Interested parties were able to comment on the text. Based on the responses, the EDPB made some changes.
The final text of Guidelines 8/2020 on targeting social media users is now available.
