Meta Platforms announced on Wednesday its decision to suspend the use of generative artificial intelligence tools in Brazil, citing objections from the government regarding its new privacy policy on personal data and AI.

Brazil, with over 200 million people, is a pivotal market for Meta, boasting the second-largest user base for Meta’s WhatsApp after India. In June, Meta launched its first AI-driven ad targeting programme for businesses in Sao Paulo, leveraging its popular chat service.

Earlier this month, Brazil’s National Data Protection Authority (ANPD) swiftly suspended Meta’s new privacy policy, specifically concerning the use of personal data to train generative AI systems in the country.

ANPD ruled that the company would need to adapt its privacy policy to exclude the section related to the processing of personal data for generative AI training, according to the Brazilian authority.