The Choice of Privacy

Now, however, the EC is planning to ban such activity unless users themselves specifically agree to it. The EU’s data protection working group is currently investigating how Facebook tracks users, stores data and uses that information to serve targeted ads. The ban may take effect as soon as next year.

It’s worth noting that people typically don’t tick boxes to make a decision. Most will leave the box in its default state, and if the EU decision takes effect, Facebook stands to lose their entire business model in those countries because most people won’t tick that box.