Meta's Ad Experience Tweaks Get EU Nod After DMA Penalty
Meta and Apple became the first companies to face penalties under the Digital Markets Act (DMA) earlier this year.
The European Commission has approved Meta's plan to offer EU users a choice to view fewer personalized ads, aligning with the DMA's requirements. This comes after Meta was fined €200 million for breaching the law.
Starting January 2026, EU users of the Meta platforms can choose between consenting to share all their data for fully personalized ads or opting for a more limited personalized ad experience by sharing less personal data. This choice is a significant step for Meta, as it's the first time they're offering it on their social media platforms.
The effectiveness of this measure will be monitored by the Commission through feedback and evidence from Meta and other stakeholders. Meta introduced the option for 'less personalized ads' on Instagram and Facebook in the EU in late 2024, just months after the EU launched its investigation into Meta, Apple, and Google. This option uses less personal data but displays more ads to users.
The EU authorities are closely examining Meta's compliance, with the potential for a 5% turnover fine if they find ongoing violations. Despite earlier reports that Meta wouldn't propose new changes, the EU's approval means they've avoided the possibility of further fines.
Meta and Apple were the first to receive DMA penalties, totaling €700 million for violating regional laws. The investigation focused on Meta's 'pay or consent' model, which required users to either pay or consent to personalized ads. The Commission concluded that Meta's model didn't comply with the DMA, as it lacked the choice to use less personal data while freely consenting or rejecting data combination.
