Google plans to appeal a fine of 50 million euros ($57 million) that France’s privacy regulator slapped on the tech giant, CNET and others reported.

The fines were imposed “in accordance with the General Data Protection Regulation (GDPR), for lack of transparency, inadequate information and lack of valid consent regarding the ads personalization,” according to the regulator.

The fines came after complaints from the associations None Of Your Business (NOYB) and La Quadrature du Net (LQDN). “In the two complaints, the associations reproach GOOGLE for not having a valid legal basis to process the personal data of the users of its services, particularly for ads personalization purposes,” CNIL said.

The fines are the largest so far stemming from a new EU privacy law.

“We've worked hard to create a GDPR consent process for personalized ads that is as transparent and straightforward as possible, based on regulatory guidance and user experience testing,” said a Google spokesman in a statement. “We're also concerned about the impact of this ruling on publishers, original content creators and tech companies in Europe and beyond. For all these reasons, we've now decided to appeal.”

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