Just because they chose a specific business model doesn't mean it's necessary. Nobody says the lunch must be free, just that not every avenue of funding is allowed.
(b) isn't applicable because it only applies when it's directly necessary to provide for that particular user (like processing a CC number when paying for a product). That you business model generally needs it is not enough (see the ICO FAQ on the issue[1]).
(a) Consent is valid, but it must be freely given, that is, the provision on the service can't be conditional on the consent (article 7 (4)).
[1] https://ico.org.uk/for-organisations/guide-to-the-general-da...
> just that not every avenue of funding is allowed
Funding by targeted ads isn't illegal last time I checked.
"The processing must be necessary to deliver your side of the contract with this particular person. If the processing is only necessary to maintain your business model more generally, this lawful basis will not apply and you should consider another lawful basis, such as legitimate interests."
https://ico.org.uk/for-organisations/guide-to-the-general-da...
> Funding by targeted ads isn't illegal last time I checked.
It is if you don't get consent. And you can't make that consent required to provide a service, since then it won't be "freely given", as per Article 7.
If this is correct, this is a major blow for US industries.
I hope the US follows suit with Europe rather than attempting to start another trade war.
"Avoid making consent to processing a precondition of a service (...) If you make consent a precondition of a service, it is unlikely to be the most appropriate lawful basis."
https://ico.org.uk/for-organisations/guide-to-the-general-da...