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Meta has agreed to give users in the European Union a choice when it comes to personalized advertising on Facebook and Instagram. From now on, users will be able to choose between fully personalized ads based on sharing all their data or an option with more limited ad personalization, The European Commission says.
What’s Changing in Personalized Ads in Europe
The change came after regulatory pressure under the Digital Markets Act (DMA), which requires large tech companies to offer European users real choice over how their data is used.
From January 2026, users in the EU will be able to give consent to share their data for full ad personalization, or choose a less personalized and more private ad experience.
The move was announced after the European Commission fined Meta €200 million for previously failing to offer an alternative. The new update will include “wording, design and transparency” to remind users of the two available options, Reuters reports.
Why It Matters
For the first time, users in the EU will have the option to limit how their data is used for ads, giving them better privacy and more transparency.
Advertisers on Facebook and Instagram might see a change in targeting if more users choose the less personalized option. This could lead to a move toward broader contextual ads rather than personalized ones.
Meta plans to roll out these new ad options across the EU in January 2026. The European Commission will monitor how many users choose each option and seek feedback and evidence from Meta on the impact of the new ad system.
