Meta is preparing a significant shift in how personalised advertising functions across Facebook and Instagram in the European Union, after months of pressure from the European Commission to comply with the Digital Markets Act.
The update, as reported by Reuters, will give people in the region more control over the data used to shape the ads they see.
New options will begin appearing from January next year, following concerns that Meta’s previous system did not provide a meaningful choice for users.
The changes arrive in the context of repeated warnings, formal investigations, and financial penalties that have pushed the company to adjust its approach.
New choices for EU users
The Commission confirmed that Meta has committed to presenting two clear paths when it comes to advertising personalisation, notes Reuters.
Users can agree to share all their data for fully personalised ads or choose an experience that uses less data and results in more limited personalisation.
These options are scheduled to roll out across the EU from January.
The decision reflects ongoing efforts to bring large online platforms in line with DMA requirements, which emphasise transparency, fairness, and user empowerment.
Regulatory push behind the changes
In June, the European Commission warned Meta that it faced possible daily fines if it continued offering only partial adjustments to its pay or consent model.
Reuters states that regulators said the earlier system did not meet DMA standards, which require companies to provide real alternatives that do not restrict user choice. The warning accelerated the company’s need to expand its compliance measures.
Meta’s move to adopt new ad choices is one of the most public examples of how the DMA is shaping the behaviour of major technology companies operating in the region.
Penalties for previous breaches
The update follows an earlier penalty issued in April, when Meta was fined 200 million euros, equal to $234 million. The Commission found that Meta’s pay or consent model breached the DMA from November 2023 to November 2024.
The fine formed part of ongoing enforcement efforts under the new regulatory regime, which aims to ensure that large platforms meet competition and data rules designed to protect users and smaller businesses.
What users can expect next?
When the new system begins in January, Facebook and Instagram users will see clearer options detailing how their data may influence the ads presented to them.
This shift is expected to reshape how personalised advertising operates across the EU, as Meta adjusts its internal processes to reflect regulatory demands.
The development highlights the wider trend of European authorities taking a more active role in setting the boundaries of data use in the digital economy, particularly where large platforms hold significant influence over user experience.
These adjustments may also influence advertisers who rely on data driven tools across Europe significantly.
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