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Union privacy rules — by offering users a false choice between paying it a hefty monthly subscription for ad-free versions of Facebook and Instagram or agreeing to give

up their privacy rights in exchange for free access to its social networks, meaning they will be tracked and profiled by the behavioral advertising giant — has been targeted with a complaint filed by privacy rights group noyb in Austria.

As soon as Meta’s plan to deploy a ‘pay or okay’ tactic to game a consent legal basis leaked to journalists last month noyb committed to fighting it “up and down the courts”.

It’s making good on that pledge now by kicking off a challenge with Austria’s data protection authority.