Meta to introduce new ad choices for Facebook and Instagram in EU

Core Insights - Meta is set to introduce new advertising options for users in the EU on Facebook and Instagram to comply with the Digital Markets Act (DMA) [1][2] - Users will have the choice to consent to fully personalized advertising or opt for a service with limited personalization by sharing less personal data [1][2] - The European Commission (EC) previously fined Meta €200 million ($320 million) for breaching DMA obligations [2] Group 1: Advertising Model Changes - Starting January 2026, Meta will present new advertising choices to EU users [2] - Meta's previous 'Consent or Pay' model, which began in November 2023, was found inadequate as it did not provide a less data-intensive option [4] - In November 2024, Meta introduced another ad model claiming to use less personal data, which is under review by the EC [5] Group 2: Regulatory Context - The DMA, effective since November 2022, outlines criteria for identifying "gatekeepers" among large digital platforms [6] - Apple was also fined €500 million for breaching anti-steering obligations under the DMA [2][3] - The EC concluded that Apple imposed restrictions that hindered app developers and consumers from benefiting from alternative offers [3]