What changed
On 12 October 2026, Norway's Datatilsynet published its enforcement decision fining Microsoft's advertising technology subsidiary Xandr Inc. (now Microsoft Advertising) NOK 92,000,000 for unlawful processing of personal data revealing Grindr users' sexual orientation. Xandr is an adtech company that operates a real-time bidding (RTB) platform used by advertisers to bid on advertising inventory. Between 2018 and 2020, Grindr shared user data including location, device identifiers, and app-usage information with advertising partners through its RTB pipeline. Datatilsynet found that Xandr received this data and that the data revealed users' sexual orientation because the fact of being a Grindr user, a dating app targeted at gay, bisexual, transgender, and queer users, was itself information from which sexual orientation could be inferred. Sexual orientation is a special category of personal data under Article 9(1) GDPR, the processing of which is prohibited unless a specific basis under Article 9(2) applies. Datatilsynet found that none of the Article 9(2) conditions were satisfied: Grindr users had not provided explicit consent to the sharing of their sexual orientation data with adtech partners, and no other basis applied. Xandr's position was that it was not aware it was receiving special category data and that the data received from Grindr was processed as ordinary identifiers without knowledge of the source app. Datatilsynet rejected this argument, finding that Xandr's RTB platform was technically capable of identifying the source application of the data it received, and that data received from an app whose primary user base is LGBTQ+ individuals carries an inherent sexual orientation attribution under Article 9(1) regardless of whether the app name was actively examined by Xandr at each bid request. Datatilsynet also noted that during its investigation Xandr deleted documentation relating to its data processing procedures for the period under investigation. The deletion of documentation was treated as an aggravating factor in the calculation of the fine.
The fine of NOK 92 million (approximately EUR 8.6 million at the October 2026 exchange rate) is the largest administrative fine ever issued by Datatilsynet. The case originated from complaints filed in 2020 by the Norwegian Consumer Council and the privacy advocacy organisation noyb (None of Your Business), following the Consumer Council's investigation into the data sharing practices of Android apps under the project Out of Control. That investigation found that numerous apps, including Grindr, shared user data with hundreds of third-party advertising companies in ways users could not reasonably anticipate. Norway applies the GDPR pursuant to the EEA Agreement Joint Committee Decision 154/2018, which incorporated the GDPR into the EEA Agreement and made it applicable in all three EEA-EFTA states (Norway, Iceland, Liechtenstein). Datatilsynet is the competent supervisory authority for the purposes of GDPR enforcement in Norway. The decision concerns Xandr as a data controller in its own right for the data it received and processed on its RTB platform. Microsoft completed its acquisition of Xandr from AT&T in June 2022, after the period of the data processing under investigation. Microsoft stated following the decision that the conduct at issue predated its acquisition and that it has since implemented different data practices. Xandr has three weeks from the date of the notification of the decision to appeal to the Norwegian Privacy Appeals Board (Personvernnemnda).
What it means for your business
If your organisation operates as an adtech platform, data broker, or data buyer in real-time bidding: The Datatilsynet decision confirms that receiving data from an app or service whose primary user base identifies with a protected characteristic under Article 9 GDPR is sufficient to trigger the Article 9(1) prohibition, regardless of whether your platform explicitly processes the protected characteristic as a labelled data field. If you receive device identifiers, location data, or behavioural signals from apps serving audiences associated with health conditions, religion, political opinions, sexual orientation, or other Article 9 categories, you carry Article 9 exposure. Audit your data supply chain: can you confirm the source of each data stream and whether it carries an implicit Article 9 attribute? If your organisation relies on consent under GDPR Articles 6 and 9 for adtech processing: The Datatilsynet and earlier Norwegian DPA rulings on the Grindr and adtech ecosystem confirm that the consent obtained by app operators for RTB data sharing does not satisfy the requirements for valid explicit consent under Article 9(2)(a) GDPR where users were not adequately informed that their data would reveal a special category attribute. Downstream buyers who rely on consent obtained by the app operator as a pass-through lawful basis should verify that the consent meets the Article 9 explicit consent standard. If your organisation is an adtech data buyer with potential exposure to EEA jurisdiction: Norway applies GDPR via the EEA Agreement. Datatilsynet's enforcement record is now among the most active in the EEA on adtech and consent. The NOK 92 million fine signals that Datatilsynet treats RTB data sharing violations involving Article 9 data as warranting fines at the upper end of its sanction range. Assess your GDPR posture with Verdaio's GDPR Quick Check.