France asks Meta to change ad verification conditions

In a statement, the French competition authority said Meta must publish new access criteria for partners seeking to use its analytics tools to assess whether their online advertising campaigns are actually being seen by people.

meta request law changes advertising verification rules figure 1 — France orders Meta to change ad verification conditions. Photo: Reuters

The agency also said the new criteria must be transparent, objective, non-discriminatory and proportionate. “We are reviewing the decision and considering all our options,” a Meta spokesperson said in an emailed statement.

Ad verification companies provide services that include measuring the number of views online ads receive, detecting fraudulent online traffic, and ensuring clients' ads don't appear on sites that harm their brands, such as porn sites.

The case was brought by Adloox, a small, independent French ad verification company, which was denied access to Meta's data from 2016 to 2022.

Adloox complained to the competition authority last year, which found that the barrier to entry created by Meta had caused “immediate and serious” harm to Adloox in particular, as well as the independent ad verification sector as a whole.

Van Tran (according to Reuters)

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