The Norwegian Consumer Council has filed a complaint against Meta over its plans to use users' images and posts on Facebook and Instagram to train artificial intelligence (AI) models. 

The organization said in a statement Thursday (June 13) that the opt-out process breached the European Union's strict data protection rules and was made "deliberately cumbersome" by using "deceptive design patterns" and vague wording. 

Bloomberg reported that the European Center prepared the legal complaint for Digital Rights. It would also be submitted to the Norwegian Data Protection Authority and other data protection authorities across the continent.

The Irish Data Protection Commission, the lead authority for dealing with Meta, is expected to pick up the complaint due to the company's EU headquarters in Dublin.

READ NEXT: Meta Wants to Use European Data for AI Training-Will Privacy Complaints Hinder it?

Norway's Complaint about Meta's AI Plans

It is understood that the European Union has one of the strictest data protection policies in the world. 

Because of this, Meta faced multiple complaints across the continent for allegedly failing to get proper consent before collecting user data to target the ads that users see. 

The EU's apex court also warned the tech firm that public information on sexual orientation should be protected from being utilized for personal advertising. 

Norwegian Consumer Council executive director Inger Lise Blyverket called on the Data Protection Authority to "assess the legality" of Meta's proposals and ensure that it was operating legally. 

READ MORE: Meta Launches First AI-Powered Ad Targeting Program for WhatsApp