Meta to introduce new ad choices for Facebook and Instagram in EU

Meta has committed to present caller advertizing options for users successful the European Union (EU) connected Facebook and Instagram to code requirements acceptable by the Digital Markets Act (DMA).

The European Commission (EC) acknowledged Meta’s undertaking, which involves offering users a prime betwixt consenting to afloat personalised advertizing by sharing each their data.

Alternatively, users tin opt to stock little idiosyncratic accusation for a work with much constricted personalisation.

Meta volition statesman presenting these choices to EU users successful January 2026.

This improvement follows a determination by the EC successful April 2025 that recovered Meta successful breach of the DMA’s work to springiness consumers entree to an alternate work utilizing little idiosyncratic data.

In response, the EC fined Meta €200m ($320m). Apple was besides fined €500m aft the EC determined that it breached its anti-steering obligations nether the DMA.

These rules necessitate app developers to beryllium capable to pass customers astir alternate offers extracurricular of Apple’s App Store and let them to marque purchases done those channels.

The EC concluded that Apple imposed respective restrictions that prevented some app developers and consumers from afloat benefiting from these alternatives and ordered Apple to region specified restrictions.

Meta antecedently offered EU users a ‘Consent oregon Pay’ exemplary from November 2023, wherever individuals could either hold to personalised advertizing oregon wage for an ad-free experience.

The EC recovered that this binary attack did not conscionable DMA rules due to the fact that it did not springiness users an enactment for a little data-intensive work equivalent to the personalised ads service.

In November 2024, Meta introduced different mentation of its advertisement exemplary that claims to usage little idiosyncratic data. The Commission reviewed this update and sought grounds from Meta regarding its impact.

In its April 2025 decision, the EC besides announced that Facebook Marketplace would nary longer beryllium designated nether the DMA owed to a simplification successful concern idiosyncratic numbers beneath the applicable threshold.

This followed an exertion from Meta and an appraisal of further enforcement actions taken by the societal exertion company.

The DMA, which has been successful unit since November 2022, sets retired clear, nonsubjective criteria for identifying “gatekeepers”, ample integer platforms that supply so‑called halfway level services, specified arsenic online hunt engines, app stores, and messaging services.

These gatekeepers indispensable comply with the obligations and prohibitions laid down successful the DMA.

"Meta to present caller advertisement choices for Facebook and Instagram successful EU" was primitively created and published by Verdict, a GlobalData owned brand.