MADRID: Facebook owner Meta on Wednesday defended its advertising model in a 550-million-euro trial in Spain over alleged breaches of EU data protection rules brought by more than 80 Spanish media organizations.&nbsp;EU rules oblige companies to obtain users&#39; consent to create personalized advertising from their data.&nbsp;Spain&#39;s main media association AMI says the US tech giant, which also owns Instagram and WhatsApp, created &quot;unfair competition&quot; by &quot;systematically&quot; breaking the law between May 2018 and July 2023.&nbsp;The association launched a lawsuit alleging unfair competition in digital advertising sales and is seeking 551 million euros ($647 million) in compensation.&nbsp;&quot;This isn&#39;t a case that affects only AMI&#39;s outlets, it has implications for media worldwide,&quot; AMI director general Irene Lanzaco told reporters before entering the Madrid commercial court where the trial will run until Thursday.&nbsp;&quot;What&#39;s at stake is the very survival of news media, which is being threatened by the predatory behaviour of a platform like Meta, acting with no regard for our legal framework.&quot;&nbsp;Meta has denied any damage or violation of EU rules, saying in a statement sent to AFP the AMI lawsuit &quot;is not based on any evidence regarding the alleged harm.&quot;&nbsp;AMI is &quot;deliberately ignoring the evolution of the advertising industry over the past few years,&quot; Meta added.&nbsp;&quot;Meta complies with all applicable laws and has provided clear options, transparent information, and a wide range of tools for users to control their experience on our services.&quot;&nbsp;&nbsp;&#39;Huge investment&#39;&nbsp;&nbsp;Meta executives told Wednesday&#39;s hearing that user data mattered less than algorithms to generate the personalized advertising.&nbsp;&quot;We have invested a huge amount&quot; so that advertising reaches the consumer, unlike traditional media, said Beltran Seoane of Facebook Spain, responsible for relations with advertising agencies.&nbsp;Tools developed by Meta &quot;are just as important or more so than the data per se&quot;, added Facebook representative David Saez.&nbsp;Expert reports and closing arguments are expected on Thursday.&nbsp;Media groups represented by AMI include Prisa, owner of Spain&#39;s top-selling daily newspaper El Pais; Godo, publisher of the Barcelona-based daily La Vanguardia; Vocento, which publishes the conservative daily ABC; and Unidad Editorial, whose titles include El Mundo and sports daily Marca.&nbsp;Spanish radio and television stations have launched a separate lawsuit against Meta for the same reasons, seeking 160 million euros in damages.&nbsp;A similar lawsuit has also emerged in France, where around 200 media groups, including major television networks and leading newspapers, filed legal action against Meta in April.

Artificial Intelligence

Meta faces a €550m trial in Spain after 80+ media outlets accused it of unfair competition and breaching EU data rules in ad sales. Meta denies wrongdoing, citing compliance, transparency, and evolving advertising industry practices.


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Meta defends ads model in 550-mn-euro data protection trial