"Pay or consent" teda "zaplať alebo súhlas"

Tento prístup zvolila aj spoločnosť Meta, ktorá stojí za takými gigantmi, ako sú Instagram alebo Facebook, ktoré spracovávajú osobné dáta svojich používateľov na účely personalizovanej reklamy.

freepik_online_pay_25

Spotrebiteľské organizácie, na čele s Európskou spotrebiteľskou organizáciou (BEUC), tento prístup kritizujú. Aký je dôvod?

Sťažnosť a následný vývoj

Model „zaplať alebo súhlas“ zaviedla spoločnosť Meta pre používateľov svojich sociálnych sietí v novembri 2023. Používatelia sa tak odvtedy mohli stretnúť s voľbou: buď súhlasiť so spracovaním svojich osobných údajov na účely personalizovanej reklamy, alebo si zaplatiť za možnosť využívať siete bez cielených reklám. Tento prístup si vyslúžil veľkú kritiku zo strany spotrebiteľských organizácií a ďalších subjektov, ktoré poukázali na to, že takýto model odporuje hneď niekoľkým právnym predpisom, ktoré majú svoj pôvod v EÚ.

  • Október 2023: Meta oznámila, že v EÚ bude uplatňovať politiku „zaplať alebo súhlas“.
  • November 2023: BEUC a 19 jej členských organizácií vrátane dTestu podávajú orgánom na ochranu spotrebiteľa sťažnosti z dôvodu použitia nekalých obchodných praktík zo strany spoločnosti Meta.
  • Február 2024: BEUC a 8 jej členských organizácií vrátane dTestu podávajú sťažnosti orgánom na ochranu osobných údajov, pričom argumentujú, že spoločnosť Meta získala súhlas svojich používateľov pravdepodobne v rozpore s právnymi predpismi.
  • Júl 2024: Európska komisia usudzuje, že model „zaplať alebo súhlas“ je v rozpore s Aktom o digitálnych trhoch (DMA). Dozorné orgány na ochranu spotrebiteľa nariaďujú spoločnosti Meta vykonať zmeny v modeli „zaplať alebo súhlas“ a zabezpečiť súlad s predpismi na ochranu spotrebiteľa.
  • November 2024: Meta predstavuje nový upravený model „zaplať alebo súhlas“.
  • Január 2025: BEUC požaduje, aby príslušné orgány prijali rýchle a účinné opatrenia proti spoločnosti Meta.

Nový kabát, rovnaký problém

Hoci sa na prvý pohľad môže zdať, že uplatňovaný koncept neprináša používateľom žiadne príkoria – naopak im dáva možnosť voľby, opak je pravdou. Jedným z hlavných problémov z pohľadu spotrebiteľského práva je, že používateľ je postavený pred voľbu, keď buď zaplatí a vyhne sa personalizovaným (nie však všetkým) reklamám, alebo bude ďalej „zadarmo“ využívať služby platformy výmenou za celé spektrum osobných údajov. Lenže osobné dáta majú svoju hodnotu a obzvlášť tie, ktoré sú sofistikovane spracovávané na účely profilovania používateľov a následne obratne speňažené. Služba by preto v danom kontexte nemala byť označovaná ako „zadarmo“. Meta v súvislosti s upraveným modelom používa formuláciu „use free of charge with ads“ namiesto pôvodného „use for free with ads“. Ide však len o kozmetickú zmenu, ktorá môže v rôznych jazykových mutáciách stále naznačovať to, že sa Meta dopúšťa nekalých obchodných praktík z dôvodu uvádzania zavádzajúcich informácií. Ani v ďalších vytýkaných aspektoch pritom nový model neprináša zlepšenie. Upravený model najprv ponúka voľbu medzi platenou službou, ktorá nepoužíva používateľské informácie (nie je použitý termín osobné údaje) a službou, za ktorú nie sú účtované peniaze, ale zozbierané dáta sú využité na reklamné účely. Ak zvolí používateľ druhú voľbu, čaká ho ešte výber medzi personalizovanou reklamou, alebo menej personalizovanou reklamou, keď je surfovanie v takzvanom feede prerušované reklamnými blokmi. Zvolený koncept potom vedie k tomu, že Meta od používateľov stále nezískava plne slobodný a informovaný súhlas so spracovaním osobných údajov. Navyše v rozpore s nariadením o digitálnych trhoch dochádza k zhoršovaniu kvality služieb pre používateľov, ktorí neudelia súhlas s využitím svojich osobných údajov.

„Európski spotrebitelia by sa nemali nechať oklamať kozmetickými zmenami, ktoré Meta aplikuje na svoju politiku ‚zaplať alebo súhlas‘. Podľa nášho názoru technologický gigant nerieši zásadný problém, že používatelia Facebooku a Instagramu nie sú postavení pred spravodlivú voľbu. Meta sa len slabo snaží argumentovať, že koná v súlade s právom EÚ, zatiaľ čo naďalej tlačí používateľov k svojmu systému behaviorálnej reklamy. Je dôležité, aby orgány na ochranu spotrebiteľov a osobných údajov spolu s Európskou komisiou rýchlo preverili najnovšiu politiku spoločnosti Meta a v prípade potreby prijali okamžité a účinné opatrenia na ochranu spotrebiteľov,“ apeluje Agustín Reyna, generálny riaditeľ Európskej spotrebiteľskej organizácie (BEUC).

Zdroj foto: Freepik

2 komentárov

  • Komentár Bodybuilder before and after steroids %PM, %05 %026 %2025 %23:%máj napísal Bodybuilder before and after steroids

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