South Korea’s privacy watchdog has imposed record-breaking fines on Google and Meta, accusing the tech giants of illegally collecting and using customer data for personalized advertising without obtaining adequate consent. The Personal Information Protection Commission (PIPC) announced a fine of 69.2 billion won (approximately $50 million) for Google and 30.8 billion won (approximately $22 million) for Meta.
According to the PIPC’s investigation, both companies have been collecting user activity from outside their own platforms—such as website visit history and app usage—to infer user interests and deliver targeted ads. The commission found that the companies did not clearly inform users of this practice nor did they obtain explicit, affirmative consent. Instead, the regulators argued that user consent was obtained through deceptive means, with default settings and ambiguous language that made it difficult for users to understand the extent of the data collection.
This enforcement action represents the largest penalty ever levied for a violation of the Personal Information Protection Act in South Korea. The PIPC has ordered both Google and Meta to reform their practices and obtain clear, explicit consent from users before collecting and using their behavioral data for advertising purposes.
In response, both companies have expressed their disagreement with the commission’s decision. A Meta spokesperson stated, “While we respect the commission’s decision, we are confident that we work with our clients in a legally compliant way.” Google also maintained that it is reviewing the findings and will cooperate with the PIPC. Both companies are reportedly considering all possible options, including filing a lawsuit to challenge the ruling. The decision marks a significant step in the global regulatory crackdown on the data-hungry business models that underpin major online platforms and could set a new standard for data privacy in the region.
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