Facebook, Instagram and WhatsApp must offer a Yes & No option so that users can actively give consent - or refuse.But now, the EU privacy regulators are passing the decision back to the DPC saying that the "contractual necessity" is not met by apps like Facebook, Instagram and WhatsApp and that it is the DPC's obligation to enforce proper privacy rights for European citizens.As a consequence Meta's revenue in 2021 was reduced by 8% just because iPhone users were not willing to share their private data with Facebook, Instagram and WhatsApp anymore.To companies such as Facebook, Google and Amazon, this business, however, is worth billions of dollars each year.For Facebook - and other Big Tech companies - limiting the access to user tracking would be a huge blow as building audiences for personalized ads make up the bulk of revenue for such companies."