Paris, October 13, 2025
News Summary
The privacy rights NGO noyb has lodged a complaint against Pinterest with France’s data protection authority, alleging breaches of GDPR. The nonprofit claims Pinterest failed to secure user consent for targeted advertising and neglected data access requests. Such violations could incur hefty fines, reaching 4% of Pinterest’s global turnover. The case highlights the ongoing challenges tech firms face in complying with EU regulations regarding user data protection.
Paris – The European privacy rights nonprofit noyb has filed a complaint against Pinterest with France’s data protection authority, claiming that the platform has breached the General Data Protection Regulation (GDPR). The accusations assert that Pinterest failed to obtain user consent for tracking and profiling for advertising purposes, a requirement under the GDPR.
The complaint also contends that Pinterest has neglected to fulfill a data access request. Specifically, users have not received information regarding what categories of data were shared with third parties. This lack of transparency raises serious concerns about user privacy and data management practices.
If confirmed, violations of GDPR can lead to severe penalties, which can reach up to 4% of a company’s global annual turnover. This poses a significant financial risk for Pinterest, given its prominent user base and market presence.
Currently, Pinterest utilizes a legal basis called legitimate interest (LI) to process user data for targeted advertising. However, noyb argues that this reliance on LI is inconsistent with recent rulings from the European Union’s courts. A notable ruling from July 2023 determined that personalized advertising cannot be justified solely on the basis of legitimate interest.
Furthermore, Pinterest is reported to track all of its 130 million regional users by default to personalize ads. This default setting means that users in Europe must actively object to being tracked, which noyb asserts is a breach of GDPR regulations that require explicit consent before any data processing occurs.
The issue came to light when the complainant reviewed Pinterest’s privacy settings and discovered that ad personalization was enabled by default. noyb claims that this practice, wherein Pinterest secretly tracks users without obtaining their necessary consent, allows the company to profit unlawfully from users’ personal data.
The complaint is partially based on concerns raised by a housing charity regarding Data Subject Access Requests (DSARs) potentially being misused to access sensitive information about victims of domestic abuse. According to noyb, Pinterest has failed to adequately respond to multiple attempts by the complainant to acquire the necessary data access.
The complaint urges Pinterest to delete any unlawfully processed data and to notify affected users about the actions taken. As of now, Pinterest has not responded to the filed complaint, although a spokesperson indicated that the company’s advertising practices are compliant with GDPR regulations.
The CNIL, France’s data protection authority, is recognized for its strict enforcement of privacy regulations and will likely scrutinize this case closely. There is speculation that the matter could be referred to Ireland’s Data Protection Commission, given that Pinterest’s regional headquarters is located there.
According to noyb, this complaint specifically targets Pinterest’s U.S.-based entity, stating that both Pinterest Europe and Pinterest, Inc. act as joint data controllers in terms of user data handling. This complicates the regulatory landscape and emphasizes the cross-border challenges in addressing GDPR compliance issues.
Background of GDPR and Its Implications
The General Data Protection Regulation is a comprehensive privacy law that governs how personal data is handled within the European Union. Introduced in 2018, GDPR mandates that consent must be freely given, specific, informed, and unambiguous. The regulation was designed to protect the data privacy of individuals and to compel organizations to implement robust data protection practices. The failure to comply with these mandates can lead to significant repercussions for companies operating in the EU.
Conclusion
The case against Pinterest serves as a reminder of the ongoing scrutiny that tech companies face regarding data privacy and the importance of complying with GDPR regulations. As the situation unfolds, it underscores the need for organizations to prioritize transparency and user consent in their data processing operations.
FAQ
What is the complaint against Pinterest about?
The complaint alleges Pinterest failed to obtain consent from users for tracking and profiling for advertising purposes in violation of GDPR regulations.
What are the potential penalties Pinterest could face?
Penalties for confirmed breaches of GDPR can reach up to 4% of a company’s global annual turnover.
How does Pinterest currently process user data?
Pinterest is currently using the legal basis of legitimate interest (LI) for processing users’ data for ad targeting.
What issue did the complainant encounter with Pinterest’s privacy settings?
The complainant discovered that ad personalization was turned on by default when checking Pinterest’s privacy settings.
What is the stance of noyb regarding Pinterest’s data handling practices?
noyb claims that Pinterest’s reliance on legitimate interest is non-compliant with recent EU court rulings and accuses the platform of unlawfully profiting from personal data.
How is Pinterest responding to the complaint?
No response has been reported from Pinterest regarding the filed complaint, but a spokesperson claimed the company’s advertising practices are compliant with GDPR.
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HERE Resources
Additional Resources
- TechCrunch: Pinterest Faces EU Privacy Complaint Over Tracking Ads
- Compliance Week: Seven Years in, GDPR Faces Growing Challenges
- Forbes: GDPR Violations and Fines Trends, Insights, and Compliance Strategies
- National Law Review: Navigating Change and Impact of UK’s Data Use and Access Bill
- Wikipedia: General Data Protection Regulation
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