Meta to offer less personalized ads in EU starting 2026
The European Commission confirmed that Meta will adopt new advertising adjustments to comply with the Digital Markets Act (DMA). Starting January 2026, Facebook and Instagram users in the European Union will be able to choose advertising models that use less personal data. This is the first time Meta’s social networks incorporate an alternative of this kind.
New privacy settings from 2026
According to the European Commission’s official statement, Meta must offer users two clear options:
- accept the full use of their personal data and receive fully personalized ads;
- limit the transfer of certain data to receive less targeted advertising.
These new options will begin to appear on European platforms on January 1, 2026.
The measure comes after months of dialogue between the Commission and Meta, following Brussels’ indication of a DMA breach regarding the user’s right to choose. In April 2025, the body ruled that Meta violated the regulation and opened the door to a possible fine of 200 million euros. To avoid further sanctions, the company agreed to introduce an alternative advertising model for European users.
Regulatory pressure in Europe recently increased after a 120 million euro fine was imposed on Network X for violating the DMA, a decision that caused political tensions with the United States. Additionally, in November several MEPs alerted the Commission about a possible increase in advertising from unauthorized gambling operators on Meta’s social networks.
Meta defends its business model
According to Bloomberg, the Commission asked Meta to adjust its system towards a “pay or consent” model, in which users can avoid advertising by paying a fee. At the same time, the company will launch in January an option that uses less personal data for targeting, a proposal that received preliminary approval from antitrust regulators on December 8 and exempts it from daily fines.
A Meta spokesperson confirmed the implementation of these changes and defended the economic role of personalized advertising, which according to the company generated about 213 billion euros in economic activity in 2024 and supported 1.44 million jobs in the EU.
The European Commission stated it will analyze the impact of the new system once it is operational. “Users in the EU must have full and effective choice, as required by the DMA,” Brussels emphasized.
The EU also targets Google and its AI tools
Meta’s case is not the only open front. The European Commission is conducting a formal investigation against Google to determine whether its artificial intelligence tools use content from publishers and creators in a manner contrary to competition rules.
The focus is on AI Overviews and AI Mode, features that generate automated summaries within Google searches. Regulators fear this system uses third-party content without adequate compensation and without allowing authors to opt out.
Several publishers and affiliates, including actors from the online gambling sector, have reported significant traffic drops since the introduction of these features, reinforcing the European Union’s concerns about the potential competitive impact of AI on the digital ecosystem.
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