AG at CJEU: Facebook must "minimize" personal data for ads in EU

Online Advertising CJEU press releases (look for C-446/21 - Schrems)Full AG OpinionKatharina Raabe-Stuppnig, lawyer representing Mr Schrems: "We are very pleased by the opinion, even though this result was very much expected."Use of data for advertising must be limited by time, type and source. So far, Meta uses all the data it has ever collected for advertising. For example, Facebook user data can go back as far as 2004. To prevent such practices, the GDPR established the principle of "data minimisation" in Article 5(1)(c) GDPR. So far, Meta has simply ignored this and has not foreseen any deletion periods. The application of the 'data minimisation principle' radically restricts the use of personal data for advertising - even if users have consented to ads. It applies regardless of the legal basis used for the processing, so even a user who consents to personalised advertising cannot have their personal data used indefinitely. While the AG says that the national court would have to de