While public attention is on the pending European Data Protection Board decision on the legality of Meta's pay-or-consent model, Schjødt Lawfirm Partner and Head of Privacy and Data Protection Eva Jarbekk writes the ruling will have far-reaching consequences for numerous companies. Jarbekk said any "limitation" on behavioral advertising imposed by the EDPB must be "proportionate and necessary." For businesses, this means "the fundamental right of Meta — or any other company ... — to conduct business must be balanced against the general right to privacy," she said.
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