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The Silicon Valley titan was handed a 390-million-euro ($413-million) fine on Wednesday as part of a years-long tussle with the European Union<\/a> over data privacy.
But more significantly, European regulators dismissed the legal basis Meta<\/a> had used to justify gathering users' personal data for use in targeted advertising.
Meta makes its money from highly targeted ads, a system made possible only by understanding the behaviour of its users intimately.
\"Meta and its investors should be ready: the privacy invasive targeted-ads business model is slowly but surely ending,\" Estelle Masse of NGO Access Now told AFP.
\"Privacy-friendly solutions will need to be found quickly or else their revenue could plummet.\"
\"This could be a major gut punch to Meta,\" said Dan Ives of Wedbush Securities<\/a>, adding that the move could shave off between five and seven percent from its ad revenues.
However, Meta has disputed the decision and promised to appeal.
Ives said Wall Street traders were not worried about the short-term impact because they were hoping the appeal process \"will continue to kick the can down the road\".
'Existential question'
<\/strong>
The fine was ultimately imposed by the Irish Data Protection Commission<\/a> (DPC) because Meta -- along with other US tech firms -- has its European headquarters in Dublin.
But the ruling was made by regulators from across the EU, who decided that Meta's attempt to classify advertising as a necessary part of its contract with users was invalid.
Another possible workaround, the idea that data usage for ads might constitute a \"legitimate interest\" of the company, has already been dismissed.
Analysts agree that Meta will ultimately be forced to introduce a clear \"yes\/no\" button for users to choose if they consent to their data being used for advertising.
\"We see no other possible bases than consent,\" Paul-Olivier Gibert of AFCDP, a French association, told AFP.
If significant numbers opt out, it could be disastrous for the firm.
Gibert pointed out that Meta is particularly exposed by the crackdown on targeted ads.
Rivals like Google and Apple<\/a>, he noted, control operating systems and Amazon has many revenue streams.
But Meta has control of fewer elements and so has fewer opportunities for profit.
\"There is an existential question for Meta,\" he said.
'Only the start'
<\/strong>
Wednesday's decision came four-and-a-half years after the complaint was first lodged by NOYB, an Austrian activist group.
They have been filing cases across the European Union<\/a> since the bloc passed its massive data protection law, the GDPR<\/a>, in 2018.
The case was tossed around between European authorities, with the Irish DPC proposing much lighter punishments.
NOYB founder Max Schrems said the DPC had \"dragged out the procedure\" for years.
\"It is overall the fourth time in a row the Irish DPC got overruled,\" he said in a statement.
Abraham Newman of Georgetown University wrote on Twitter that Europe's privacy system had unleashed a powerful dynamic for regulators.
Firstly by allowing cases to be brought by NGOs not just individuals, paving the way for NOYB's central role in the drama.
And then by creating a network of national regulators, meaning Ireland was forced to follow the opinion of its peers elsewhere.
\"This dynamic will likely play out again and again,\" Newman wrote.
\"As a result, we have only started to see the real impact of European privacy rules.\"
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硅谷巨头被判处3.9亿欧元(合4.13亿美元)的罚款,周三的多年的争斗的一部分欧盟在数据隐私。
但更重要的是,欧洲监管机构驳回了法律基础元使用证明收集用户个人数据用于定向广告。
元钱从具有高度针对性的广告,一个系统可能只有通过理解用户亲密的行为。
“元及其投资者应准备:隐私入侵目标广告商业模式是慢慢地结束,”埃斯特尔一起的非政府组织访问现在告诉法新社。
“是否提供方便的隐私的解决方案将需要迅速找到,否则他们的收入可能下降。”
“这可能是一个主要的肠道穿孔元,”丹·艾夫斯说Wedbush证券,并称此举可能刮掉5到百分之七的广告收入。
然而,元有争议的决定和承诺的吸引力。
艾夫斯说华尔街交易员并不担心短期影响,因为他们希望上诉过程“将继续踢可以沿着路”。
“存在的问题”
最终实施的罚款爱尔兰数据保护委员会(DPC)因为元——以及其他美国科技公司——其欧洲总部设在都柏林。
但这项裁决是由监管机构来自欧盟,他决定元试图分类广告的必要部分与用户的合同是无效的。
另一个可能的解决方法,即数据使用广告可能构成的“合法权益”的公司,已经被开除。
分析师一致认为,元最终将被迫介绍一个明确的“是/否”按钮供用户选择是否同意他们的数据被用于广告。
“我们认为没有比同意,其他可能的基地“Paul-Olivier AFCDP吉波特,法国协会告诉法新社。
如果大量退出,公司可能是灾难性的。
吉波特指出,元尤其暴露的打击目标广告。
竞争对手谷歌和苹果他指出,控制操作系统和亚马逊有很多收入来源。
但元控制元素,所以利润的机会越来越少。
“元是一个存在主义的问题,”他说。
只有开始的
周三的决定是四年半后NOYB首次提出抱怨的问题,一个奥地利维权组织。
他们已经申请情况下穿过欧盟自集团通过其庞大的数据保护法律GDPR在2018年,。
被扔在欧洲当局之间,与爱尔兰DPC提议更轻的惩罚。
表示NOYB创始人马克斯Schrems DPC“拖出程序”多年。
“这是整体连续第四次爱尔兰DPC否决了,”他在一份声明中说。
乔治敦大学的亚伯拉罕纽曼在Twitter上写道,欧洲的隐私系统释放出一个强大的动态监管机构。
首先通过允许情况下将由非政府组织不只是个人,铺平了道路NOYB戏剧的核心作用。
然后建立了一系列的国家监管机构,意味着爱尔兰被迫跟随其他同行的意见。
“这动态可能会一次又一次上演,”纽曼写道。
“因此,我们只有开始看到真正的欧洲隐私规则的影响。”
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