Meta to Allow Opt-Out of Ad Personalisation in the EU
The European Commission has confirmed Meta’s commitment to give Facebook and Instagram users in the EU, starting January 2026, the choice between fully personalised advertising and a limited option that uses a smaller amount of data.
European Commission decision and DMA requirements
Meta’s commitment is recorded as part of compliance with the Digital Markets Act (DMA). The European Commission acknowledged that the company agreed to introduce an alternative advertising model that provides a real choice for users across EU countries.
Users will be able to decide for themselves whether they consent to the use of all their data for fully personalised advertising or choose an option with limited personalisation, which relies on a reduced set of personal data.
Context of the fine and talks with Meta
This commitment followed discussions between Meta and the European Commission after the regulator found the company in breach of the DMA in April 2025. At that time, Meta was fined €200 million for failing to comply with user choice requirements.
As a result of the proceedings, the Commission required Meta to amend its advertising model so that users in the EU can give consent to data processing under clear and equal conditions.
How the new advertising model will work
Two options for users
From January 2026, Meta will present users in the EU with two clearly defined ways to use its services:
The first option involves consent to the processing of all available data and the display of fully personalised advertising.
The second option allows users to share a smaller amount of personal information and receive advertising with limited personalisation.
Regulatory oversight
After the new model is introduced, the European Commission plans to collect feedback and data on how users make use of the available choice. The impact of the new scheme on Meta’s advertising ecosystem and its compliance with the DMA will also be assessed.
Position of the European Commission
The Commission stressed that users in the EU must have full and effective choice when using digital platforms. This right is explicitly set out in the Digital Markets Act and must be respected by all major technology companies operating in the European market.