A popular Chinese short video platform, TikTok has been at the center of some industry controversy. However, the company is doing its best to keep its own. According to reports, TikTok has finally agreed to suspend an update originally scheduled for tomorrow. The company will suspend “personalized” advertising in Europe due to controversies surrounding the update. There is controversy over privacy policy in Europe. This means that the platform no longer requires users to opt in to being tracked in order to receive targeted ads.

The EU’s top regulator is investigating whether the changes comply with EU data protection rules. Italy’s data protection watchdog issued an official warning to TikTok yesterday. The The Italian watchdog said the planned move from asking users for consent to serve “personalized” ads to claiming it could be based on “legitimate interest” would violate the country’s electronic privacy directive. The watchdog claims that in its view it also violates the EU’s General Data Protection Regulation (GDPR).

“Personalized” advertising in Europe can break several laws

Under EU law, for a legitimate interest to constitute a valid legal basis for the processing of personal data, the processor must carry out a series of tests to assess whether there is a legitimate purpose for the processing. . In addition, it must also take into account the rights and freedoms of the people whose information will be relevant. Thus, it will be a huge task for TikTok to use legitimate interests to deliver behavioral advertising..

Italian regulators have notified the Irish Data Protection Commission (DPC) of TikTok’s possible breach of EU data rules. TikTok has now agreed to suspend the change to be analyzed by the DPC. He adds that the problem affects all other data regulators in the 27 EU member states.

Separately, privacy experts question the relevance of TikTok’s behavioral advertising. However, TikTok still defends its advertising program by stating, “We believe that personalized advertising provides the best integrated experience for our community, we are committed to respecting the privacy of our users, to being transparent about our privacy practices and to comply with all relevant rules. regulations.”