Pinterest is accused of secretly tracking users, the EU data protection group claims

On October 22, 2023, an Austria-based privacy group, None Of Your Business (NOYB), filed a complaint against Pinterest, the popular lifestyle website. The group accuses the platform of secretly collecting users' personal data to create targeted advertisements, which they say violates European Union (EU) data protection laws. The complaint was sparked by a report from a French user of the platform, where individuals discuss home decor, travel, recipes and various lifestyle topics.

According to NOYB, Pinterest automatically allows users to share data without explicit consent. Ms. Kleanthi Sardeli, a NOYB representative, said: “Pinterest is secretly tracking European users without asking for their consent. This allows the social media platform to unlawfully profit from people’s personal data without them ever knowing.”

Pinterest's response to the allegations

Although Pinterest had not yet reviewed the complaint at the time of the report, a company spokesperson insisted that its targeted advertising practices comply with EU data protection laws. This claim comes amid increasing scrutiny of tech companies and their handling of user data, particularly in light of the General Data Protection Regulation (GDPR), which came into force in 2018. that individuals retain greater control over their information.

NOYB is actively leading a campaign to ensure that the GDPR is enforced across Europe and is filing complaints with data regulators in various jurisdictions within the EU. The group argues that many technology companies have built their businesses on the use of personal data, particularly for targeted advertising.

Effects of the GDPR

Under the GDPR, companies must provide clear justifications for collecting personal data. However, many have previously exploited a loophole and claimed a “legitimate interest” in collecting this information. Nevertheless, EU regulators and the European Court of Justice have repeatedly ruled that this justification cannot be used to legitimize data collection for targeted advertising.

Commenting on the situation, Ms Sardeli said: “It appears that Pinterest is actively ignoring a European Court of Justice ruling in order to maximize its profits.” The group is calling on the French data regulator CNIL to take decisive action. They are demanding the deletion of user data, a significant fine against Pinterest and enforcement of GDPR compliance.

As privacy scrutiny intensifies, this complaint against Pinterest highlights ongoing concerns about user consent and the ethical handling of personal data in the tech industry. With the emergence of privacy-focused advocacy groups like NOYB, companies are under increasing pressure to ensure transparency about their data collection practices. This incident raises questions about Pinterest's practices and reminds all users of the importance of understanding how their personal information is used online.

The outcome of this complaint could have a significant impact on Pinterest and other technology companies operating in the EU. As privacy regulations continue to evolve, companies must navigate a complex landscape where user privacy is paramount.