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Meta Will Let EU Users Choose Between Fully Personalised or Limited Ads Under New DMA Rules

06:15 PM, 12/08/2025
Meta Will Let EU Users Choose Between Fully Personalised or Limited Ads Under New DMA Rules

Meta will let Facebook and Instagram users in the EU choose between sharing all data for fully personalised ads or sharing less data for a more limited ad experience. The new options will be presented to EU users in January. The move follows a June warning about potential daily fines and a €200 million fine in April for breaching the Digital Markets Act.

BRUSSELS, Dec 8 — Meta has pledged to give Facebook and Instagram users across the European Union a clear choice over personalised advertising, the European Commission said on Monday. The move brings Meta's ad settings in line with the EU's Digital Markets Act (DMA).

What Meta Will Offer

Under the new arrangement, Meta will present EU users with two options: either consent to share the data necessary for fully personalised advertising, or share less personal data and receive a more limited, less personalised ad experience. The company is due to roll out these options to EU users in January.

"Meta will give users the effective choice between consenting to share all their data and seeing fully personalised advertising, and opting to share less personal data for an experience with more limited personalised advertising," the European Commission said in a statement.

Background And Enforcement

The Commission warned Meta in June that it could face daily fines after the company initially proposed only limited adjustments to its pay-or-consent model to comply with the DMA. In April, the Facebook owner was fined €200 million ($234 million) after EU antitrust regulators found the company breached the DMA from November 2023 through November 2024.

The DMA requires large digital gatekeepers to offer users choice and interoperability measures intended to promote fairness and competition. Meta's updated option set aims to address those requirements while preserving user control over personal data and ad personalization.

($1 = 0.8583 euros)

Reporting by Yun Chee Foo and Louise Breusch Rasmussen; editing by Bart Meijer and Bernadette Baum.

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