Meta processes your personal data based on several legal justifications including contract necessity, your consent, legal obligations, and its own 'legitimate interests' — the last of which is the broadest and most contested basis under EU law.
The 'legitimate interests' legal basis gives Meta significant flexibility to process your data for advertising and personalization purposes without your explicit consent, and this basis has been the subject of major regulatory fines in the EU.
Meta's reliance on 'legitimate interests' as a legal basis for processing your data for advertising means you may not be asked for explicit consent for many data uses — EU residents can object to this processing under GDPR Art. 21, but there is no equivalent right for most US users.
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REGULATORY FRAMEWORK: This provision directly engages GDPR Art. 6(1)(a)-(f) (lawfulness of processing), Art. 9(2) (special category data bases), Art. 21 (right to object to legitimate interests processing), and EDPB Guidelines 06/2020 on legitimate interests. The Irish DPC is the lead supervisory authority. CCPA/CPRA does not recognize a 'legitimate interests' basis but requires disclosure of all processing purposes.
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Watch MetaThe 'legitimate interests' legal basis gives Meta significant flexibility to process your data for advertising and personalization purposes without your explicit consent, and this basis has been the subject of major regulatory fines in the EU.
Meta's reliance on 'legitimate interests' as a legal basis for processing your data for advertising means you may not be asked for explicit consent for many data uses — EU residents can object to this processing under GDPR Art. 21, but there is no equivalent right for most US users.
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