Advertising in WhatsApp: not before 2026 in the EU

WhatsApp announced on Monday that it would bring advertising into the status. Now, the company has informed the Irish data protection authority that it will not affect EU users until next year.

The announcement of the Meta subsidiary's advertising integration promptly sparked concern among data protection organizations such as Nyob, reported Politico. In particular, the aspect that Meta also wants to use “ad preferences and information” from users' Facebook and Instagram accounts if these are linked to WhatsApp, is viewed critically.

Data protectionists are critical of advertising in WhatsApp

Meta said in the announcement that the new advertising functions are integrated “as privacy-oriented as possible”. In addition, the exchange of data between WhatsApp, Instagram, and Facebook would only take place if users had agreed to their accounts being linked.

The Irish Data Protection Commission, which is responsible for enforcing the EU General Data Protection Regulation (GDPR) at Meta, among others, told reporters on Thursday that the announced advertising model will not be launched in the EU before 2026. “This new product will not be launched on the EU market before 2026. We have been informed by WhatsApp and will meet with them to discuss further,” said Commissioner Des Hogan.

Des Hogan also added that the advertising model will be discussed with other data protection authorities “so that we can address any concerns we have as European regulators”. A WhatsApp spokesperson confirmed that the advertising model will also be introduced in the EU: it is a “global update” that will be gradually rolled out around the world.

This is not the first time that the Irish regulatory authority has taken a closer look at Meta's product plans in the EU and delayed the rollout of features: the AI model Meta AI appeared with a delay of two years after the US launch. The AI is now part of WhatsApp, Instagram, and Facebook.

(afl)