Meta commits to give EU users choice on personalised ads under DMA

The European Commission acknowledges Meta's undertaking to offer users in the EU an alternative choice of Facebook and Instagram services that would show them less personalised ads, to comply with the Digital Markets Act (DMA). This is the first time that such a choice is offered on Meta's social networks. Meta will give users the effective choice between: consenting to share all their data and seeing fully personalised advertising, and opting to share less personal data for an experience with more limited personalised advertising. Meta will present these new options to users in the EU in January 2026.

This follows a close dialogue between the Commission and Meta after the Commission found Meta in breach of the Digital Markets Act and issued Meta a non-compliance decision related to user choice in April 2025.

Once implemented, the Commission will seek feedback and evidence from Meta and other relevant stakeholders on the impact and uptake of this new ad model.

Users in the EU must have full and effective choice, which is their right under the DMA.