In a recent development that has raised eyebrows, Pinterest is under scrutiny for allegedly tracking its users without explicit permission. Privacy watchdog noyb (None of Your Business) has filed a complaint against the platform, accusing it of employing tracking techniques without gaining informed user consent. This article dives deep into the claims, how Pinterest allegedly used personal data, and what this means for privacy-conscious users.
Pinterest’s Growing Influence
Pinterest is a visually-driven social media platform that allows users to “pin” images to virtual boards. Initially designed as a creative space for inspiration in fields like interior design, recipes, and event planning, Pinterest has quickly evolved into a major e-commerce and advertising tool. With over 450 million active users globally, Pinterest is seen as an ideal environment for marketers looking to leverage its highly engaged audience.
However, with the influx of advertisers and data-centric business models, privacy concerns have become a point of contention. Much like other social media platforms, Pinterest has adopted personalized advertising as a primary means of revenue generation—a strategy that, in this case, has landed them in hot water.
The Allegations Against Pinterest
According to the complaint filed by noyb, Pinterest has allegedly been tracking user behavior beyond its platform without adequately informing users or obtaining valid consent. This is particularly problematic under the General Data Protection Regulation (GDPR), which regulates the use of personal data within the European Union. Pinterest claims to rely on the “legitimate interest” provision, one of the lawful bases for data processing under the GDPR. This provision allows companies to process personal data without consent if it serves a legitimate business interest.
Yet, the concept of “legitimate interest” has often been contested, especially when used to justify the collection of data for advertising purposes. In several cases, the Court of Justice of the European Union (CJEU) has ruled against platforms using personal data without explicit consent, favoring users’ privacy rights over corporate interests. The recent allegations against Pinterest suggest that the platform’s practices may be at odds with established data protection norms.
GDPR and “Legitimate Interest”: A Fine Line
The GDPR is known for its stringent data protection standards and includes six lawful bases for data processing, with “legitimate interest” being one of the more controversial ones. Pinterest’s stance is that tracking and collecting user data without consent is necessary to improve user experience and provide more relevant ads. However, noyb and many privacy advocates argue that Pinterest’s interpretation of “legitimate interest” conflicts with user rights and privacy expectations.
Under Article 6(1) of the GDPR, personal data processing can only proceed under specific conditions, such as when it’s necessary for legitimate interests and doesn’t override the rights and freedoms of the data subject (in this case, Pinterest users). The complaint suggests that Pinterest’s practices ignore the balance between corporate interests and user rights.
What Happened During the Data Access Request?
The complaint also highlights issues with Pinterest’s transparency regarding data sharing. When a complainant submitted a data access request to find out exactly what personal data Pinterest held and shared, they received a partial response that omitted details about the recipients of the shared data. According to Article 15(1)(c) of the GDPR, users have a right to know which third parties have access to their personal data, and Pinterest’s failure to disclose this information represents a serious breach of GDPR rules.
Based on these allegations, noyb has filed a complaint with the French Data Protection Authority (CNIL), accusing Pinterest of both unlawful data processing and non-compliance with data access requirements.
How Pinterest Tracks Users
Pinterest’s tracking techniques go beyond its own platform. By default, Pinterest has an “ads personalization” setting enabled for users, which collects information from websites users have visited and other third-party sources. The problem lies in the fact that this setting is automatically turned on, and users may not be fully aware of the implications of this default setting.
To turn off personalized ads on Pinterest, users need to navigate through the following steps:
- Log in to their Pinterest account.
- Click the chevron-down icon at the top-right corner.
- Go to Settings.
- Select Privacy and data.
- Adjust the personalization settings.
- Click Save.
While Pinterest offers an option to turn off ad personalization, the default setting and its positioning in the menu can make it difficult for users to find. This approach is often criticized for being a “dark pattern” that dissuades users from opting out of data tracking. Moreover, Pinterest also reminds users that even if they turn off personalized ads, the platform may still collect information about purchases made through Pinterest—adding another layer of complexity to user privacy.
What This Means for Users
The alleged data tracking practices by Pinterest raise significant concerns about user autonomy and privacy in the digital age. Social media platforms are increasingly being held accountable for ensuring that their data practices are transparent and user-friendly. The GDPR mandates that companies must be clear about what data is being collected, how it is used, and who it is shared with. Users must have meaningful control over their information.
In Pinterest’s case, if the allegations prove to be true, this would be yet another instance of a tech company attempting to circumvent data privacy laws. The implications for users are twofold:
- Reduced Trust: Trust is a crucial factor in any user-platform relationship. If users feel that their data is being misused, they may be reluctant to continue using the platform.
- Data Privacy Risks: The sharing of personal data without consent can expose users to potential misuse by third-party advertisers, which may lead to unwanted targeted advertising or even more severe privacy issues.
A Call for Transparency and Accountability
This case is part of a larger trend where companies prioritize profit over privacy. As digital advertising becomes the main revenue stream for platforms like Pinterest, the desire to maximize data collection and user profiling often leads to ethical gray areas and regulatory breaches. However, with increasing user awareness and stronger privacy laws like GDPR, these practices are being challenged.
For users, this is a reminder to take active steps in managing privacy settings on platforms they use. Pinterest users should consider going into their privacy settings and turning off personalized ads if they do not wish to be tracked across the web. Furthermore, it is important for users to demand transparency from these platforms, ensuring that their data rights are respected.
For Pinterest and similar platforms, it is high time to adopt a user-first approach that ensures privacy is not compromised for advertising revenue. Moving forward, tech companies need to commit to privacy practices that comply with global regulations, especially in regions like the European Union, where data protection standards are some of the highest in the world.
Conclusion
The complaint against Pinterest over its alleged unauthorized tracking practices highlights the ongoing tension between digital platforms and user privacy rights. As platforms like Pinterest evolve, the importance of transparent data handling and respecting user consent cannot be overstated. The GDPR and similar regulations are critical in keeping tech giants in check, ensuring they put users’ interests first.
For now, Pinterest faces scrutiny over its practices, and the outcome of noyb’s complaint will be closely watched by privacy advocates and digital marketers alike. Whether Pinterest makes significant changes or continues on its current path could set a precedent for how social media platforms balance user privacy with advertising needs in the future.
