In a bold move that could have significant legal and financial implications, Austrian privacy advocacy group NOYB (None of Your Business) has warned Meta Platforms Inc. against proceeding with its plan to leverage European user data for training its artificial intelligence systems.
Led by well-known privacy campaigner Max Schrems, NOYB issued a cease-and-desist letter to Meta on Wednesday, citing concerns that the company’s planned use of personal data from Facebook and Instagram users in the EU could breach existing privacy laws. The social media giant intends to begin data usage on May 27, citing “legitimate interest” as its legal basis under the General Data Protection Regulation (GDPR).
According to Meta, users will have the option to opt out via an online form. The company also noted that private messages and content from users under 18 would be excluded from AI training. However, NOYB argues this approach falls short of what EU law requires.
Schrems was quick to highlight what he sees as a contradiction: “If Meta has already been told it can’t claim ‘legitimate interest’ for targeted ads, how can it now rely on that same argument to justify harvesting user data for AI training?”
The advocacy group is considering filing for an injunction under the EU’s Collective Redress mechanism—a legal route that enables collective consumer action across the bloc. NOYB also hinted at the possibility of a class-action lawsuit seeking compensation. With over 400 million Meta users in Europe, damages could run into the billions.
In its response, NOYB is urging Meta to implement a true opt-in model, rather than requiring users to take steps to avoid data use. The group also recommends stricter safeguards such as anonymizing data before it is used for AI development.
Meta has until May 21 to respond to the formal warning. If the company proceeds with its current plan, it could face one of the largest legal showdowns over data privacy in recent EU history.
