European Union: European Commission announced Meta’s commitments to give EU users a choice on personalised ads under Digital Markets Act

On 8 December 2025, the European Commission announced that Meta committed to giving EU users a choice on personalised advertising to comply with the Digital Markets Act (DMA). The commitment includes offering an option on Facebook and Instagram that uses less personal data and results in more limited personalised ads. Users in the EU will be able to choose between fully personalised advertising and a reduced-data option with less personalisation. The new settings are expected to be presented to users in January 2026. Following implementation, the Commission will collect feedback and evidence from Meta and other stakeholders on the use and impact of the new options. Under the DMA, users must have a full and effective choice on the use of their data for advertising. The announcement follows engagement with the Commission after a non-compliance decision in April 2025, in which Meta was found to have breached the DMA requirement to provide users with a meaningful choice on data use for advertising and was fined EUR 200 million for not providing a service that relied on less personal data. Meta’s 2023 “consent or pay” model, which required users to either accept data use for personalised advertising or pay for an ad-free experience, was considered incompatible with the DMA.