The National Company Law Appellate Tribunal (NCLAT) in India ruled that Meta cannot use WhatsApp user data for advertising on platforms like Facebook and Instagram. This use is prohibited without explicit user consent.
The decision challenges a foundational data-leveraging strategy for Meta within one of its largest markets. Meta must now re-evaluate advertising strategies that relied on cross-platform data integration.
Industry experts do not anticipate an immediate mass exodus of advertisers from Meta’s platforms. However, they foresee a gradual shift. Brands will likely diversify advertising budgets, allocating more funds to Google, retail media, and other publisher platforms.
The ruling emphasizes that advertisers must now utilize first-party data. Strategies must be built specifically on consent and trust.