The case is of major importance for the AdTech industry’s collection, use and sharing of personal data for digital marketing purposes. The Norwegian Consumer Council and a number of other consumer and human rights organisations in Europe and the United States, have long advocated a ban on surveillance-based marketing. The Norwegian case was based on the Norwegian Consumer Council’s report “Out of Control”, which revealed how consumers’ personal data are exploited by the AdTech industry through targeted, surveillance-based advertising.
It has been a great experience for our GDPR-team to work with the Norwegian Consumer Council on GDPRs issues arising out of digital marketing. Besides applying our prior GDPR expertise, we have had much use of our firm’s general experience on administrative infringement fees from other sectors.