EU Court Declares Tracking-Based Ads Illegal

In a landmark ruling delivered last Wednesday, the Brussels Court of Appeal ruled that tracking-based online advertising was illegal, directly challenging the pervasive practices of tech giants like Google, Microsoft, Amazon, and X across the European Union. The decision pivots on the finding that the widely adopted consent mechanisms for this type of advertising fail to meet the rigorous standards set by the EU’s General Data Protection Regulation (GDPR). The court’s judgment specifically targets the Transparency and Consent Framework (TCF), a ubiquitous standard within the online advertising ecosystem. The TCF is designed to solicit user consent for the processing of their personal data for targeted advertising through a system known as Real-Time Bidding (RTB) source: https://medium.com/pivx/eu-court-declares-tracking-based-ads-illegal-0a180c46d0b3?source=rss----430d9242e45e---4