Meta has received approval from the European Commission for its revised advertising options aimed at users in the European Union. This decision follows a €200 million penalty imposed on the company earlier this year for violating the Digital Markets Act (DMA). Starting in January 2026, users of Meta’s platforms, including Facebook and Instagram, will have the choice to either consent to sharing all their data for fully personalized advertisements or limit their data sharing for a less personalized ad experience.
This new approach marks the first time Meta has provided such an option on its social media platforms, according to the European Commission. The effectiveness of this initiative will be closely monitored through ongoing feedback and evidence from both Meta and relevant stakeholders.
In late 2024, Meta began offering the choice of “less personalized ads” in the EU, shortly after the Commission launched an investigation into the compliance of Meta, Apple, and Google with the DMA. The less personalized option allows the company to show more ads to users while utilizing reduced personal data.
The EU has been scrutinizing Meta’s advertising model, particularly its previous “pay or consent” structure, which required users to either pay for services or consent to personalized ads. The Commission determined that this model did not comply with the DMA, as it failed to provide users with a genuine choice regarding the use of their personal data.
Despite the potential for additional penalties—up to 5% of Meta’s average daily worldwide turnover—sources indicated earlier this year that the company would not propose further changes unless circumstances changed. However, with the EU’s recent approval, Meta has avoided the risk of further fines.
Earlier in the year, both Meta and Apple faced significant penalties under the DMA, collectively paying €700 million for breaches of the law. This latest decision represents a crucial step for Meta as it seeks to align its practices with European regulations while maintaining user engagement on its platforms.
The European Commission’s oversight will ensure that Meta adheres to these new guidelines, aiming to create a more transparent and user-friendly advertising experience in the EU.
