“Lawful” in a legal context means “in accordance with the law”. You are immune to this law if you are operating under authority granted by law. It would be generally understood that the intent is to immunize police officers, ambulances with sirens, highway construction, etc. People granted specific authority over something by law.
Meta has very little lawful authority, and the little they have would only apply to their own property. Even that is severely curtailed relative to private citizens, there are a _ton_ of things you can do as a citizen that you can’t as a business (eg I can refuse to allow Rastafarians into my house if I want, a business cannot).
Phillip Morris is fundamentally different as a product because it lacks network effects. I can start smoking, quit smoking, change brands, nothing outside of me really changes.
Facebook doesn’t have that. I can’t go down the street and switch to Twitter without either convincing everyone else to switch or giving up on them. My mom plans parties as Facebook events. She won’t switch. Ergo I am forced to use Facebook to participate in family events. Phillip Morris lacks that. Family events aren’t suddenly invisible because I smoke Djarums now (although they might avoid me before I start ranting about “the man”).
That’s why Facebook is a nuisance in a way Phillip Morris isn’t. Facebook isn’t nearly as optional for many people, they get roped in by circumstances largely outside their control.