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EU Forces Meta to Give Users Ad Personalization Options

By  |  December 8, 2025

Meta will soon give Facebook and Instagram users in the European Union more control over how their personal data is used for advertising, according to Reuters. The European Commission announced on Monday that the company is adjusting its approach to comply with the bloc’s Digital Markets Act (DMA), which regulates how major online platforms operate.

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    The Commission said Meta will present EU users with new choices starting in January, giving them the option to share less information and receive fewer personalized ads. Per Reuters, the EU executive explained in a statement: “Meta will give users the effective choice between consenting to share all their data and seeing fully personalized advertising, and opting to share less personal data for an experience with more limited personalized advertising.”

    Related: EU Probes Meta Over Potential AI Restrictions on WhatsApp

    The move comes after months of regulatory pressure. The European Commission had warned Meta in June that it faced potential daily penalties if it did not make broader changes to its existing pay-or-consent ad model, according to Reuters. Regulators insisted the company fully align its practices with the DMA rather than apply only limited adjustments.

    Meta has already faced significant financial consequences in the EU over its advertising approach. The Commission hit the company with a 200-million-euro ($234 million) fine in April, after determining that its model violated the DMA from its introduction in November 2023 through November 2024, per Reuters.

    The latest commitments indicate that Meta is taking steps to avoid further sanctions as the EU continues strict enforcement of the DMA against the world’s largest tech platforms.

    Source: Reuters