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The European Commission announced on October 30, 2023, that Meta Platforms, Inc. (META) will offer users in the European Union a choice to opt for less personalized ads on Facebook and Instagram. This initiative aims to comply with the Digital Markets Act (DMA), which mandates user choice.
Users will have the option to either consent to share all their data for fully personalized advertising or opt to share less personal data in exchange for limited personalized ads. This new choice will be implemented in January 2026.
The decision follows a non-compliance ruling against Meta in April 2025, which resulted in a €200 million fine for failing to provide adequate user choice under the DMA. The Commission will monitor the implementation and gather feedback from stakeholders on the new advertising model.
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