The European Data Protection Board (EDPB) has published updated guidance on the targeting of social media users. The update reflects the increased sophistication of targeting methods and the fact that the combination and analysis of data originating from different sources, together with the potentially sensitive nature of personal data processed in the context of social media, creates risks to the fundamental rights and freedoms of individuals.
The EDPB notes that, from a data protection perspective, many risks relate to the possible lack of transparency and user control. Meanwhile for individuals the underlying processing of personal data is often opaque and may involve unanticipated or undesired uses of personal data.
The new Guidance is an updated version of Guidelines 8/2020 and were adopted at the EDPB's 48th plenary session in April 2021.