Overview
- Meta committed to adjust Facebook and Instagram in the EU to present at least two ad-personalization choices in line with the Digital Markets Act.
- Users will be able to choose fully personalized ads based on broader behavioral data or a limited-personalization option that relies on more general signals.
- The changes include clearer consent screens and greater transparency over data use, shifting away from an all-or-nothing model.
- The move follows EU enforcement against gatekeeper platforms, with reporting that Meta faced a €200 million fine in April and potential daily penalties up to 5% of average global daily revenue.
- Regulators are reviewing the proposal, while advertisers and industry observers track likely effects on reach, campaign costs, measurement, and possible uptake of similar consent models in other regions.