Meta cant use LGBTQ identity to target ads, EU court rules [Video]

Meta cannot target a user’s sexual orientation in its personalized ads — even if they are openly queer and make public statements about the subject, the European Union’s highest court ruled Friday.

The case was brought from longtime Meta antagonist Max Schrems, as Wired reports. The Austrian activist, whose separate privacy case recently led to a $1.3 billion fine against the company, claimed in this case that Meta broke EU privacy laws by pulling data on his sexual orientation via website visits, app logins, and other sources outside of Facebook, using all that data to target him with LGBTQ-specific ads.

Meta denies it engages in this practice. The company says it considers information on sexual orientation sensitive, and doesn’t indiscriminately include it in its advertising efforts.

When Schrems first took his claim to court, an Austrian judge ruled Meta has a right to target Schrems with ads related to his sexual orientation since he previously discussed being gay during a …