Information Media Association (AMI) has initiated legal action on behalf of 83 Spanish media organizations, pursuing an urgent examination of what it calls a systemic and extensive breach of European data protection rules. The case spans from 25 May 2018 to at least 31 July 2023, highlighting a pattern where Meta allegedly failed to align with Community-level data privacy standards. The core complaint centers on consent—specifically, the requirement that individuals grant permission for the use of their data to build advertising profiles. The petition notes that this obligation remains unmet in practice and may persist due to the stance taken by the European Data Protection Board on 27 October, which intensifies the ongoing scrutiny of Meta’s data practices.
From the plaintiffs’ perspective, Meta’s approach appears to rely on a revenue model overwhelmingly dependent on the sale of segmented advertisements. They argue that this revenue stream is derived from data obtained in ways that contravene consent norms, enabling the company to track users across the digital landscape without explicit permission. Consequently, advertisers are offered ad space based on a dataset that AMI contends was gathered unlawfully, creating a competitive edge that distorts fair competition in the digital advertising market.
José Joly Martínez de Salazar, president of AMI, underscored the significance of this legal action as an unprecedented move. He framed it as a test of Meta’s power in the advertising ecosystem and its potential to override privacy protections that European citizens rely on. The outcome, he said, could have lasting implications for media sustainability and the democratic health of Spain, given the pivotal role that accurate, privacy-respecting data practices play in supporting independent journalism and diverse information channels.
Recent data released by the Ministry of Economy positions the media sector as the second most digitally advanced sector in Spain, second only to technology firms themselves. These figures reflect a landscape of ongoing innovation and investment by media players who have embraced digital transformation. Yet the dominance of large platforms within the broader digital ecosystem presents a structural challenge: it can impede fair monetization of media content and erode the financial viability that sustains journalistic work. In this context, AMI argues for a digital economy that rewards responsible data use and transparent advertising practices while preserving press freedom and pluralism.
AMI further invites advertisers in both public and private sectors to entrust campaigns to channels that prioritize safety, reliability, and accountability. The group emphasizes adherence to citizens’ rights and a commitment to ESG principles, aligning marketing efforts with the democratic values that should prevail in Spain’s media environment. The strategy behind this action reflects a broader concern about consumer protection in an era of pervasive data collection and targeted messaging, according to AMI [source attribution].
The legal proceedings have been guided by the management team of the AMI action, supported by a law firm led by the professor of Procedural Law. The firm’s leadership reflects a deliberate choice to bring technical expertise and rigorous methodological oversight to a high-stakes dispute over data protection, privacy, and market fairness in the European digital economy [source attribution].