The European Commission has revealed that Meta plans to enable Facebook and Instagram users across the EU to opt for reduced data sharing, resulting in fewer tailored advertisements, starting from next January.
In its official announcement, the commission highlighted that this represents a novel option for users on Meta's platforms. Users will now have a genuine selection: they can agree to full data sharing for comprehensive personalized ads or choose restricted data disclosure leading to simpler, less customized advertising experiences.
Meta's initiative follows a €200 million penalty imposed by the European Commission for its EU ad-free subscription service, labeled as a 'consent or pay' model. The company introduced these subscription options for EU users in 2023 and subsequently reduced their cost amid regulatory backlash. Despite this, adoption has remained low, as a Meta official noted earlier this year that user uptake has shown minimal enthusiasm.
A Meta representative responded by stating the company recognizes the commission's position. They emphasized the importance of targeted advertising to the European economy, noting that Meta's ad ecosystem contributed to €213 billion in business value last year and sustained 1.44 million positions throughout the EU.