Meta is committed to offering Facebook and Instagram users in the European Union the ability to choose the degree of personalization of the advertising they receive, in accordance with the Digital Markets Act (DMA, for its acronym in English), as reported by the European Commission in a press release.
This new option, which will allow users to determine the extent to which their data is used to personalize advertisements, It will be available from January 2026 and it will be the first time that the company introduces a mechanism of this type on its platforms.
Meta’s engagement is coming after months of discussions with the Commission, which concluded in April 2025 that the technology company was not fully complying with the obligations of the DMA, in particular those related to ensuring free and effective choice regarding the use of personal data for advertising purposes.
Avoid intrusive practices
As a result, Brussels adopted a non-compliance decision which forced the company to change your advertising model in the digital market European.
In response, Meta has developed a system that will allow users to choose between two modalities: allow full use of your data to receive highly personalized advertisements or restrict this processing, which will reduce segmentation and lead to less specific advertisements.
With this adaptation, the company seeks to adapt to one of the key elements of the DMA, which requires providing citizens with effective control over their advertising experience and avoid intrusive practices without explicit consent.
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