The European Data Protection Board (EDPB) has decided to extend the ban on “behavioural advertising” that was initially imposed by Norway, a non-EU member, to encompass all 30 countries within the European Union (EU) and the European Economic Area (EEA). This decision, which came on Wednesday, poses a significant challenge to Meta Platforms, the US tech giant responsible for Facebook and Instagram, both of which have vehemently resisted efforts to curtail the controversial advertising practice. Under the expanded ban, Meta may face fines of up to 4 per cent of its global revenue, as stipulated by the Norwegian data regulator. The EDPB’s ruling directs the data regulator of Ireland, where Meta’s European headquarters are situated, to implement a permanent ban on the company’s use of behavioural advertising within the next two weeks, according to a statement provided to Reuters. The decision, which the EDPB describes as an “urgent binding decision,” effectively prohibits the proces...