SAN FRANCISCO, CALIFORNIA: Meta's new Twitter rival, Threads, is currently available in the US and the UK but will not be launched in Ireland or the EU due to stricter data privacy regulations. The service aims to gather various user data, including health, location, and search history from Instagram.
The Ireland Data Protection Commission (DPC) has stated that it has been in contact regarding the new Threads service and that it will not be launched in the EU for now. While the DPC has not actively blocked the service, Meta has not yet made preparations for a European launch outside of the UK, which is not fully subject to the General Data Protection Regulation (GDPR) or EU privacy regulations.
Why is Instagram Threads not available in Europe?
Meta, previously known as Facebook, has a business model based on tracking and profiling users to generate revenue through behavioral advertising. This raises concerns about the launch of Threads in the European Union, where Meta's claimed legal basis for processing personal data of Facebook users was deemed unlawful earlier this year. The EU's stricter data protection regulations and the ruling on the legal basis present challenges for Threads to be launched in the region.
Meta's claim of legitimate interest for data-for-ads processing has faced challenges. The EU's top court ruled that this legal basis is not appropriate for Meta's behavioral ads, emphasizing the need for consent. In the EU, explicit consent is required for processing sensitive data like health information to comply with data protection regulations. Meta would need to obtain specific permission to process sensitive data, including health data, to ensure compliance.
Also Read: How is Instagram Threads different from Twitter? Meta’s new app dubbed as ‘Twitter Killer’
EU regulations may require consent for combining data for ad profiling
Also Read: How to access Threads without an Instagram account? Here's how to install and sign up for META app
Furthermore, upcoming EU regulations, such as the Digital Services Act and Digital Markets Act, aim to ban the use of sensitive data for ads and may require explicit consent for combining data for ad profiling. This adds to the legal uncertainty for Meta's data-driven business. Currently, Meta does not provide users with a clear option to refuse tracking and profiling, nor does it seek explicit consent for sharing health data with advertisers. With stricter limits on surveillance advertising in the EU, an app like Threads, which aims to track extensive user data for advertisers, may face challenges in gaining approval from regional regulators.
Additionally, Meta has been ordered to stop transferring EU user data to the US and has faced substantial fines for breaching GDPR regulations. These challenges, along with the absence of robust privacy features in Threads, present significant hurdles for Meta in complying with EU data protection requirements and maintaining user privacy.
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