On Tuesday, 22 October 2024, Austrian privacy and digital rights group NOYB filed a complaint with the French Data Protection Authority (DPA) against the social media platform Pinterest concerning the lawfulness of its targeted, behavioural advertising practices. According to NOYB, instead of seeking opt-in consent under Article 6(1)(a) of the EU General Data Protection Regulation (GDPR) to track its users, Pinterest claims to have a legitimate interest in processing people's personal data under Article 6(1)(f) GDPR.
NOYB goes on to explain that the complainant found out about the company's tracking practices by chance when she checked the privacy settings and realised that the "ads personalisation" was turned on by default. Pinterest's settings indicate it uses information from visited websites and third parties to deliver personalised ads. Pinterest also tracks on-site activity to improve ads relating to Pinterest on other sites.
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