Meta Platforms accommodates the EU Commission.
As the Commission announced, users of Facebook and Instagram should be given more control over how much data they share to display personalized advertising. According to the commission, Meta will give users a choice starting next year. Either they share all of their data to see fully personalized advertising on Facebook and Instagram, or a smaller amount of data to see limited personalized advertising.
The decision follows intensive discussions with the company. The EU fined Meta €200 million in April on the grounds that the company had breached its obligations under the Digital Markets Act (DMA) to allow consumers to choose a service that uses less of their personal data.
Meta introduced a so-called “consent-or-pay” model in November 2023, allowing EU users of Facebook and Instagram to consent to the pooling of their data for personalized advertising or pay a monthly subscription for an ad-free service. The EU said this model did not comply with the DMA, effectively ordering Meta to make changes or risk additional penalties.
Under the DMA, the EU expects large companies it has classified as “gatekeepers” to offer a less personalized but equivalent alternative to users who do not want their data merged across platforms.
Meta gave EU users the option to see less personalized advertising back in November 2024. The EU is currently examining this directive. Meta’s recent decision to offer users more choice goes a step further as the company makes additional changes to the wording, design and transparency of consent requests. The company wants to convince EU representatives that its services comply with the DMA.
“We take note of the EU Commission’s statement,” said a Meta spokesman. “Personalized ads are vital to the European economy – last year, meta ads were linked to €213 billion in economic activity and supported 1.44 million jobs across the EU.”
The Meta share listed on the NASDAQ temporarily lost 0.85 percent to $667.68.
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