EU Users to Gain More Control Over Data on Meta Platforms

Reduced Data Sharing and Personalized Advertising Options

In an upcoming change announced by the European Commission, residents of the European Union using Facebook and Instagram will soon have the flexibility to share less personal information and therefore encounter fewer tailored advertisements on these platforms. According to the commission, this modification will commence rollout starting January.

Historic Choice for Users on Meta's Platforms

This marks the first instance on Meta's social networks where users will have the tangible option to decide between comprehensive data sharing, coupled with highly customized advertisements, and the alternative of a more minimal data exchange resulting in a less personalized ad experience, the commission elaborated in a statement.

Consequences of Regulatory Pressure

Meta's decision follows a significant fine of €200 million imposed by the European Commission concerning its ad-free subscription plans in the EU. These plans were criticized by the regulator under the "consent or pay" paradigm. Although Meta initiated ad-free subscription options in 2023, the plans were modified following negative feedback from regulators but still fell short of popularity, with a Meta executive acknowledging that user interest remains tepid.

Impact of Personalized Advertising on the EU Economy

A Meta representative commented on acknowledging the commission's statement, emphasizing that personalized advertisements are crucial for Europe's economic landscape. Meta reported that their advertising efforts were linked to €213 billion in economic activities and supported 1.44 million jobs throughout the EU last year.