Social media platforms such as Facebook and search engine giant Google will face tighter restrictions while tracking the users to target their advertising.

The European Parliament moved to favour rules that restrict platforms from using sensitive data, for example, race or religion for targeting purposes. Users must be given an option to opt out of tracking easily.

A committee of European lawmakers had set measures in December, 2021. These have been made stricter by the result of the vote in January, 2022. The rules will be implemented as early as January, 2023 as part of the Digital Services Act (a measure advanced by European Commission in 2020.)

There will be negotiations about the law with EU member states and the commission. The companies that violate the rules face fines.