Meta has announced a major shift in its advertising practices, agreeing to offer European Union (EU) users a clear choice over whether their personal data can be used for personalised ads on Facebook and Instagram. The decision comes after mounting regulatory pressure and the threat of millions of dollars in potential fines from EU data protection authorities.
Under the new policy, Meta will implement an explicit “yes” or “no” consent option, giving millions of EU users full control over whether their activity data—such as interactions on Facebook and Instagram—can be used to deliver targeted advertisements. This marks a significant change for the company, which has long relied on behavioural tracking and personalised advertising as a core revenue driver.
The move follows a binding decision by the European Data Protection Board (EDPB), which ruled that Meta’s previous data-processing model violated GDPR (General Data Protection Regulation) requirements for transparency and lawful consent. Faced with daily penalties that could have reached millions of euros for non-compliance, Meta opted to adjust its ad-targeting framework to meet EU standards.
For users in Europe, this shift means they will soon be able to use Meta’s platforms without being subject to deep tracking or behavioural profiling, unless they explicitly consent. Privacy experts view this as a watershed moment for digital rights, reinforcing the EU’s leadership in global data protection and strengthening user autonomy in the online advertising ecosystem.
Industry analysts predict that Meta’s decision could transform the digital advertising landscape across Europe. With fewer users likely to opt in to tracking, Meta may be forced to develop alternative privacy-friendly ad models, potentially influencing how tech companies worldwide approach data-driven advertising in regulated markets.
The decision also underscores the EU’s firm stance on enforcing GDPR and holding Big Tech accountable. By ensuring users’ explicit consent is respected, regulators aim to set a precedent for responsible data use, transparent choices, and ethical ad-personalisation practices.
Meta’s compliance marks a significant concession but also positions the company to avoid prolonged legal battles and steep financial penalties—while aligning its services more closely with Europe’s strict data protection and privacy-first standards.
