Meta, the parent company of Instagram, recently launched a new Twitter rival called Threads. This app aims to gather users’ data, including personal and sensitive information such as health, location, and search history. However, the European Union (EU) presents higher barriers to such data collection under its data privacy rules, unlike the United States and the United Kingdom where the app has already been released.
In this blog post, we will delve into the reasons why the Threads app will not be rolled out in the EU, particularly in Ireland, according to the Irish Data Protection Commission (DPC).
DPC’s Decision
The Irish DPC, responsible for overseeing data protection in Ireland, confirmed that it had been in contact with Meta regarding the Threads service. However, the DPC stated that the app would not be launched in the EU “at this point.” It’s important to note that the DPC did not actively block the service. Instead, Meta has yet to prepare the app for a European launch outside of the UK, which is subject to different privacy rules and regulations.
Concerns Surrounding Data Privacy
Meta has refrained from introducing Threads in the EU due to what the company sees as a lack of clarity in the EU’s Digital Markets Act. This legislation designates companies like Meta as “gatekeepers” with restrictions on how they handle users’ personal data. Meta believes that the EU’s regulations do not provide sufficient clarity on data management, prompting them to delay the app’s launch in the region.
Threads and Data Collection
The Threads platform is designed to import data from Instagram, including users’ behavioral patterns and advertising preferences. In the US, the app explicitly informs users that it collects a wide range of data, such as health information, financial details, browsing history, location, purchases, contacts, search history, and sensitive information.
EU Privacy Laws: Meta has encountered limitations when it comes to launching advertising services on WhatsApp that utilize data from Facebook or Instagram in the EU. The tech giant can combine the two data streams in the US due to the country’s weaker privacy laws. Consequently, the EU’s stringent privacy regulations have prevented Meta from implementing similar strategies in the region.
Uncertain Future
At present, it remains unclear whether Meta will launch the Threads app in Ireland or other EU countries. Meta’s spokesperson was unavailable for comment on this matter. The hesitation surrounding the launch of Threads in the EU follows a turbulent week for Twitter, which has implemented various policy changes, including limitations on user access to tweets and the gradual restriction of TweetDeck usage to verified users.
Meta’s ambition to introduce the Threads app in the EU faces significant challenges due to the stricter data privacy regulations in the region. The Irish DPC’s decision not to roll out the app in Ireland at this time highlights the need for clearer guidelines under the EU’s Digital Markets Act. As the future of Threads in the EU remains uncertain, users and regulators will continue to monitor the situation closely to ensure the protection of personal data and privacy.
