- As users increasingly engage with digital platforms, it is imperative that their rights are upheld to ensure a fair and equitable digital landscape.
In the digital age, the issue of data privacy has emerged as a critical concern, particularly in relation to how social media platforms utilise personal information.
A recent complaint filed by Noyb, a non-profit organisation dedicated to safeguarding digital rights in Europe, raises significant questions about Pinterest’s practices regarding user consent and data tracking.
With approximately 136 million European users, Pinterest is accused of profiting from their personal data without obtaining explicit consent, consequently highlighting a serious violation of privacy rights.
According to Noyb, Pinterest has implemented a default setting that enables the “ads personalisation” feature, which utilises users’ activity data for targeted advertising.
Ethical concerns
The practice raises substantial ethical concerns, particularly given that Pinterest justifies its data processing under the guise of “legitimate interest,” a provision within the General Data Protection Regulation (GDPR).
However, it is crucial to note that the Court of Justice of the European Union (CJEU) has ruled against this interpretation, stating that personalised advertising cannot rely on legitimate interest without providing users with an opt-in option.
Thus, Pinterest’s current practices not only appear to flout legal standards but also undermine the trust of its user base.
The comments of Kleanthi Sardeli, a data protection lawyer at Noyb, encapsulate the crux of the issue: Pinterest’s alleged disregard for user consent and the transparency of its data-sharing practices.
The complaint highlights a concerning lack of accountability; despite multiple inquiries from Noyb, Pinterest has failed to disclose information regarding the categories of data shared with third parties.
The lack of transparency is emblematic of a broader trend in which companies prioritise profit over ethical considerations and user rights.
Noyb’s filing with the French Data Protection Authority (CNIL) not only seeks to rectify Pinterest’s current practices by demanding the erasure of improperly processed data but also advocates for an administrative fine to deter future misconduct.
The case serves as a critical reminder of the ongoing struggle for digital rights and the necessity for strict adherence to privacy regulations to protect users in an increasingly data-driven world.