Meta must give Facebook and Instagram users in the EU a real choice on personalised ads. Users can choose full data sharing for personalised ads or limit data sharing for less targeted ads.
Tech giant Meta has confirmed it will now give Facebook and Instagram users in the European Union more control over how their personal data is used for adverts.
The decision follows fresh requirements under the EU’s Digital Markets Act (DMA).
According to the European Commission, Meta must now allow people to choose between two advertising experiences: Agreeing to share full data, which supports completely personalised ads. Sharing less data, which means users will still see ads, but they won’t be as personalised.
The Commission said the new system must offer a real and effective choice, not pressure users to pick the personalised option.
The ruling is part of the EU’s wider crackdown on how big tech companies collect, use, and profit from user data.
Meta’s move signals increasing pressure for digital platforms to respect user privacy and offer more transparent data controls.
