Meta has reached a settlement with human rights campaigner Tanya O’Carroll, agreeing to halt its use of her data for targeted advertising. This follows O’Carroll's challenge under UK data protection laws, asserting her right to object to direct marketing practices. Although Meta claimed its personalized ads do not fall under direct marketing, the settlement marks a significant win for privacy advocates. O’Carroll hopes this case sets a precedent for others to assert their rights against similar practices. In the UK, Meta may shift to a model requiring user consent or payment for ad-free access moving forward.