On October 22, 2023, a privacy advocacy group based in Austria, None Of Your Business (NOYB), filed a complaint against Pinterest, the popular lifestyle website. The group accuses the platform of secretly collecting personal data from users to create targeted advertisements, which they claim violates European Union (EU) privacy laws. The complaint was prompted by a report from a French user of the platform, where individuals exchange ideas on home décor, travel, recipes, and various lifestyle topics.
According to NOYB, Pinterest automatically allows users to share data without explicit consent. Ms Kleanthi Sardeli, a representative from NOYB, stated, “Pinterest is secretly tracking European users without asking for their consent. This allows the social media platform to unlawfully profit from people’s personal data without them ever finding out.”
Pinterest’s response to the allegations
Although Pinterest had not yet reviewed the complaint at the time of the report, a company spokesperson insisted that their practices surrounding targeted advertising align with EU privacy laws. This assertion comes amidst a growing scrutiny of tech companies and their handling of user data, particularly in light of the General Data Protection Regulation (GDPR) enacted in 2018. The regulation enforces strict limits on how companies collect and use personal data in Europe, ensuring that individuals retain greater control over their information.
NOYB is actively leading a campaign to ensure that the GDPR is enforced across Europe, submitting complaints to data regulators in various jurisdictions within the EU. The group argues that many tech companies have built their businesses on exploiting personal data, primarily for targeted advertising.
Implications of the GDPR
Under GDPR, companies must provide clear justifications for collecting personal data. However, many have previously used a loophole by claiming a “legitimate interest” in collecting this information. Nonetheless, EU regulators and the European Court of Justice have consistently ruled that this justification cannot be employed to legitimise data collection intended for targeted advertising.
Ms Sardeli commented on the situation, stating, “It appears that Pinterest is actively ignoring a European Court of Justice ruling in order to maximise its profits.” The group urges France’s data regulator, CNIL, to take decisive action. They are requesting the erasure of users’ data, a substantial fine against Pinterest, and enforcement of compliance with GDPR.
As the scrutiny over data privacy intensifies, this complaint against Pinterest highlights ongoing concerns regarding user consent and the ethical handling of personal information in the tech industry. With the rise of privacy-focused advocacy groups like NOYB, companies are increasingly pressured to ensure transparency about their data collection practices. This incident raises questions about Pinterest’s practices and reminds all users of the importance of understanding how their personal information is utilised online.
The outcome of this complaint could have significant implications for Pinterest and other tech companies operating in the EU. As data protection regulations continue to evolve, businesses must navigate a complex landscape where user privacy is paramount.
