Meta will introduce a less personalised ad option on Facebook and Instagram for EU users in 2026 to comply with the Digital Markets Act
BRUSSELS: Meta has agreed to introduce a less-personalised advertising option for Facebook and Instagram users in the European Union.
The European Commission announced the move as part of Meta’s efforts to comply with the bloc’s Digital Markets Act.
For the first time, users will be able to access the platforms without consenting to extensive data processing for fully personalised ads.
Instead, they can choose an alternative that relies on significantly less personal data.
This will result in a more limited advertising experience for those who select it.
The new choice will be offered to EU users starting in January 2026.
The development follows months of engagement after the Commission ruled in April that Meta breached the DMA.
It issued a non-compliance decision over insufficient user choice at that time.
The new system aims to ensure EU users have “full and effective choice” regarding their data.
This is a key requirement under the DMA legislation.
Once implemented, the Commission will gather feedback from Meta and other stakeholders.
It will assess how widely the new option is used and its effect on the advertising ecosystem. – Bernama-Anadolu
