Meta will overhaul its advertising practices in Europe after the European Commission ruled the tech giant failed to give users a lawful choice over data-driven advertising, resulting in a €200 million fine earlier this year.
Starting in 2026, Facebook and Instagram users in the EU will be able to opt out of data sharing used for personalized ads, a change Brussels says will finally give consumers “full and effective choice” over how their information is used. The Commission plans to gather feedback from Meta and industry stakeholders once the new system is in place.
While acknowledging the ruling, Meta defended its business model, insisting personalized advertising remains essential to Europe’s digital economy and maintaining it already complies with the Digital Markets Act (DMA).
The policy shift comes amid rising transatlantic tensions over the EU’s tightening grip on major American tech firms. Washington has accused Brussels of overregulation and targeting US companies, while EU regulators insist their rules apply equally to all platforms.
The dispute escalated further after the EU fined Elon Musk’s platform X €120 million for alleged deceptive design practices under the Digital Services Act.
US officials denounced the move as politically motivated, while Musk fired back by branding the EU a “bureaucratic monster.” European leaders, however, argue that strict digital governance is central to the bloc’s democratic model and user-protection standards.
Image credit: Julio Lopez
