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Max Schrems has lodged GDPR complaints against Facebook and Google

The privacy activist Max Schrems lodged GDPR complaints against Facebook and Google within hours of the new regulations coming into effect on Friday.

Noyb.eu, a pro-privacy campaign run by Schrems, has accused the tech giants of failing to give users a “free choice” about whether their data is used for targeted advertising.

The complaints say that Google, Facebook and Facebook-owned apps Instagram and WhatsApp force people to stop using the services if they do not consent to their data being harvested.

Neither Facebook nor Google immediately responded to NS Tech’s requests for comment. But a Facebook spokesperson told the Guardian that the company had spent 18 months preparing for the requirements of GDPR.

A Google spokesperson told the BBC: “We build privacy and security into our products from the very earliest stages and are committed to complying with the EU General Data Protection Regulation.”