Norway’s privacy protection agency Datatilsynet announced a ban on behavioral advertising on Meta’s platforms, ordering the social media giant to stop tracking users online without consent. The ban will last for three months, between August 4 and November 3, 2023, or until Meta takes action; Meta will be fined NOK 1 million (USD 100,000) per day if it fails to comply.

The ban comes after a CJEU decision against Meta, upholding the authority of the German antitrust agency to use data protection concerns in an investigation, stating that behavioral advertising requires explicit consent. Datatilsynet has referred the case to the EU’s Data Protection Board, which could make the fine permanent.

Meta has stated that it will review the decision and that there would be no interruption in services, adding that it is continuing discussions with its home regulator in the EU, the Irish DPC.

Analyst QuickTake: Meta was slapped with a USD 414 million fine by the DPC in January 2023 over illegal advertising practices, reportedly including a clause in its terms of service requiring users to legally consent to personalized ads to access services.