- AMI is promoting a case in Madrid against Meta, a group of 83 media outlets alleging unfair competition and misuse of data.
- More than €550 million in damages are being claimed between 2018 and 2023.
- The case is being heard in Commercial Court No. 15 and is being led by Professor Nicolás González-Cuéllar.
- The offensive follows similar moves in France against Meta's advertising practices.
The hearing for the lawsuit filed by the Association of Information Media (AMI) against Meta, the parent company of Facebook and Instagram, begins this Wednesday in Madrid. This comes amidst other lawsuits against Meta filed on behalf of 83 Spanish newspapers. The accusation focuses on alleged unfair competition and repeated violations of the European data protection framework.
The financial claim exceeds €550 million in damages. According to the lawsuit, between May 25, 2018, and July 31, 2023, Meta allegedly exploited the personal data of millions of European users to bolster its targeted advertising business without a valid legal basis.
What is being judged and who is involved
The case will be heard in the Commercial Court No. 15 of Madrid , with AMI acting on behalf of national and regional publishers. The defendant is Meta Platforms, owner of Facebook, Instagram, and WhatsApp , and the legal representation is being handled by the firm of Nicolás González-Cuéllar, Professor of Procedural Law.
AMI maintains that the initiative is unprecedented in Spain due to its scope and the coordination of dozens of media outlets pursuing the same legal action. The core of the complaint is that Meta allegedly consolidated a dominant position in the digital advertising market by exploiting user data without valid authorization, thereby diverting investment and reducing press revenue.
The association emphasizes that the General Data Protection Regulation (GDPR) requires a legitimate basis for advertising profiling and compliance with privacy policies . According to AMI, this requirement has been persistently ignored, a claim supported by various rulings from European authorities, including the European Data Protection Board and the Irish competent authority.
Organization leaders, including its president and general manager, have emphasized that the litigation transcends business matters: it concerns the effective protection of citizens' rights in a digital environment dominated by large platforms, as well as the viability of a pluralistic information ecosystem.
Grounds for the claim
- Mass processing of data without consentThe lawsuit describes extensive use of browsing and behavioral data to profile audiences and sell personalized advertising.
- Unfair competitive advantage: By operating with profiles not covered by a legal basis, Meta would have obtained a privileged position in the digital advertising market in direct harm to the media.
- Revenue generated by segmentation: According to the plaintiffs, all of Meta's revenues linked to this segmentation would be based on data obtained without valid justification.
- time frame: the facts that are being settled cover the following: May 25, 2018 to July 31, 2023.
If AMI's argument is confirmed, the court would have to assess the extent of the damage and whether financial compensation of more than 550 million euros is warranted , in addition to any potential deterrent effects on similar practices.
The procedure and its scope
The oral hearing is being held in Madrid with a specialized legal team. For the plaintiffs, having a professor of procedural law handle the case lends technical rigor to a lawsuit that is complex due to its technological and transnational nature. From a regulatory standpoint, the case relies on criteria already established by European authorities regarding the legal basis for profiling.
The court's decision could set interpretive guidelines for future litigation against large platforms, especially regarding the legality of data processing for advertising purposes and its impact on competition among market players.
A European movement underway
The Spanish offensive comes amid a broader continental context of increased scrutiny. In France, 67 media companies , representing some 200 outlets , have taken legal action for similar offenses, alleging the mass collection of data without consent and abuse of market share in digital advertising. Furthermore, the French Competition Authority has an open formal investigation into these practices.
This alignment of cases suggests a regulatory and judicial trend aimed at strengthening a more transparent and equitable digital market , where the burden of proof on data use and effective competition takes center stage.
Impact for advertisers and the sector
AMI urges public and private advertisers to redirect campaigns toward media outlets considered safe, responsible, and respectful of human rights , in order to bolster the sustainability of journalism. The association argues that investing in trusted environments strengthens democratic quality and media pluralism.
In practical terms, the outcome of the case could influence how segmentation strategies are conceived, the balance between privacy and monetization , and the distribution of income in the advertising ecosystem, with effects that could be felt beyond Spain.
With the start of the hearing, a multi-million dollar claim is on the table, along with a profound legal debate on the legal basis of profiling and the role of platforms in the digital advertising market; all under the gaze of a European environment where proceedings and regulatory pressure are already multiplying.
