The ban on such advertising, which targets users by harvesting their data, is a setback for U.S. tech giant Meta Platforms (META.O), the owner of the two social media services, which has opposed efforts to curb the practice.

“On 27 October, the EDPB adopted an urgent binding decision … to impose a ban on the processing of personal data for behavioural advertising on the legal bases of contract and legitimate interest across the entire European Economic Area,” it said.

Meta on Wednesday said it had already said it would give users in the EU and the EEA the opportunity to consent, and would offer, in November, a subscription model to comply with regulatory requirements.

“EDPB members have been aware of this plan for weeks and we were already fully engaged with them to arrive at a satisfactory outcome for all parties,” said a company spokesperson.

Since Aug.7, Meta has been subject to daily fines in Norway of 1 million crowns ($90,000) for breaching users’ privacy by using their data, such as locations or browsing behaviour, for advertising, a business model common to Big Tech.

That fine will expire on Nov. 3, but Meta could risk a much heavier financial penalty, according to Tobias Judin, the head of Datatilsynet’s international section.

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