Overview
- EU users will be able to choose between fully personalised ads that use all their data or a free, reduced-data experience with more limited personalisation.
- This is the first time such an ad-choice option will be offered on Meta’s social networks, according to the European Commission.
- The options will begin appearing in January 2026, and the Commission plans to evaluate uptake, transparency and real-world impact after rollout.
- The move follows a €200 million fine in April for Meta’s 2023–2024 ‘pay-or-consent’ model, which regulators said failed to provide a valid less-personalised alternative.
- Officials signaled no immediate daily fines following Meta’s commitment, while warning the investigation remains open; Meta defended personalised ads as economically important, and BEUC said it will scrutinize the changes.