One of the primary concerns raised by Datatilsynet is Meta's practice of harvesting user data in Norway, including physical locations, to facilitate targeted advertising, commonly known as behavioral advertising. This practice has become a hallmark of major tech companies, but it often raises privacy concerns. Although Meta recently announced its intention to seek user consent within the European Union before employing targeted advertising, Datatilsynet deemed this insufficient. The authority insists that Meta must cease the processing of personal data immediately, at least until the consent mechanism is fully functional. According to Tobias Judin, head of Datatilsynet's international section, the timeline provided by Meta for implementing this mechanism is uncertain. The fine imposed by Datatilsynet will run until November 3rd.