South Korea’s Personal Information Protection Commission (PIPC) has fined US tech giant Meta $15.6 million (21.6 billion won) for illegally harvesting sensitive data from nearly a million South Korean Facebook users. The data, including personal information about users’ sexual orientation, religious beliefs, and political opinions, was reportedly shared with advertisers without explicit consent, violating South Korea’s stringent data protection laws.
Meta, the company that also owns Instagram, has come under global scrutiny for its data practices, which in this case involved extracting personal data from approximately 980,000 South Korean users to create highly targeted advertising campaigns around sensitive topics, including LGBTQ+ themes and North Korean defectors. The commission’s findings, experts believe, underscore the growing international pressure on major tech companies to respect user privacy and align with local data protection laws.
The PIPC’s investigation concluded that Meta used a combination of user behaviors, such as pages liked, posts shared, and ads clicked, to analyze and categorize individuals’ private information. These data points were then used to develop ads tailored around highly sensitive themes that are often protected under South Korean data privacy regulations.
According to the commission, Meta shared these insights with approximately 4,000 advertisers, enabling them to access highly targeted groups based on users’ private attributes without their consent. The commission’s statement highlighted that Meta’s actions constitute a severe breach of South Korea’s Personal Information Protection Act, which expressly forbids the use or distribution of personal information regarding individuals’ political opinions, religious beliefs, or sex life without clear, prior consent.
“Meta analysed user behavior data, including pages liked and ads clicked on Facebook, to create and implement targeted advertising related to sensitive themes,” the PIPC stated. The commission went further to specify that Meta’s practices included targeting ads on controversial topics such as transgender issues, homosexuality, and North Korean defectors—topics often stigmatized in South Korean society.
As part of the penalty, Meta has been ordered not only to pay the fine but also to establish robust legal grounds for processing sensitive information in the future. The PIPC has also mandated that the company implement comprehensive safety measures to protect user data and respond diligently to users’ requests for access to their personal information.
Meta’s actions in South Korea and subsequent penalty are set to have far-reaching consequences for the global tech industry. This case serves as a reminder that even companies with global reach must comply with local laws, particularly when dealing with highly sensitive data.
The South Korean commission emphasized that this ruling is “significant in that they ensure that foreign operators providing global services must comply with the obligations set forth in (South Korea’s) Protection Act regarding the processing of sensitive information.” This case is also indicative of a larger trend in data privacy, as countries around the world, inspired by legislation such as the EU’s General Data Protection Regulation (GDPR), implement more rigorous data protection frameworks.
Meta responded to the ruling with a statement indicating that it would “carefully review the decision document once we receive it.” The response reflects the company’s cautious approach amid increasing scrutiny of its data handling practices worldwide.
The commission’s investigation into Meta’s motives for collecting and distributing sensitive data reveals a potential strategy to tap into niche markets, such as LGBTQ+ individuals in South Korea. Vladimir Tikhonov, a professor of Korea studies at the University of Oslo, commented on the implications of this approach, noting that there is a “growing demand to better identify and target LGBTQ-related markets.” He added, “It is a niche market, but it grows fast.”
LGBTQ+ visibility in South Korea remains a controversial and complex topic. Although same-sex marriage is not legally recognized and conservative religious groups have historically opposed LGBTQ+ rights, recent shifts suggest growing acceptance within segments of the population, especially among younger South Koreans. This change presents a market opportunity that companies like Meta may be eager to capture, despite the potential regulatory and ethical challenges.
South Korea’s societal landscape is heavily influenced by conservative religious groups, which make up approximately a quarter of the population, many of whom have expressed opposition to LGBTQ+ rights. For instance, efforts to recognize same-sex marriage have consistently faced resistance, often on religious grounds. However, activists continue to advocate for equal rights, emphasizing the importance of anti-discrimination legislation that protects individuals regardless of sexual orientation.
In a recent win for LGBTQ+ rights, a South Korean court ruled in July that it was discriminatory for state health insurers to deny same-sex couples the joint coverage afforded to heterosexual couples. Advocates believe this decision could lay the groundwork for legal recognition of same-sex partnerships in the future. While South Korea has yet to pass a comprehensive anti-discrimination law, LGBTQ+ rights advocates see these legal victories as incremental progress toward broader acceptance and equality.
As South Korea’s LGBTQ+ community gains visibility and tentative legal protections, market demand for LGBTQ+-focused advertising grows as well. However, companies like Meta must now navigate this landscape carefully to respect individual privacy while tapping into these emerging markets.
