Meta will introduce new controls that allow Facebook and Instagram users in the European Union to opt out of targeted advertising, following a major regulatory ruling under the bloc’s Digital Markets Act.
The European Commission confirmed that the change comes in response to a €200 million (US$233 million) fine issued in April, after regulators found that Meta did not provide a lawful choice for users regarding the use of their personal data for advertising.
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| Meta to Offer EU Users Ad Opt-Out After €200m Penalty |
Under the updated policy, expected to take effect next year, users in the EU will be able to refuse data-sharing that fuels personalized ads. EU officials said the new system is intended to give people “effective and meaningful choice” over how their information is handled. The Commission plans to review the rollout and seek feedback from Meta and other companies once the changes are in place.
A Meta spokesperson acknowledged the decision but defended the company’s existing advertising model, saying personalized ads remain important to Europe’s digital economy. The spokesperson added that Meta believes it is already operating in line with the DMA requirements.
Transatlantic Tensions Rise Over Tech Rules
Meta’s policy shift adds to wider tensions between the United States and the European Union over digital regulation. American officials have repeatedly criticized the EU’s aggressive enforcement actions against major US tech firms.
Earlier this month, the EU issued its first non-compliance ruling under the Digital Services Act, fining Elon Musk’s platform X €120 million (US$140 million) for alleged deceptive design practices that regulators said could mislead users.
The decision sparked strong reactions from US leaders. Secretary of State Marco Rubio described the ruling as an attack on American technology companies, while Vice President J.D. Vance accused the EU of penalizing X “for refusing to censor.” Musk responded by branding the EU a “bureaucratic monster” and calling for the bloc to be “abolished.”
EU officials have pushed back at the criticism, saying digital rules apply equally to all companies operating in the single market. European Council President Antonio Costa said the EU’s framework reflects its own democratic values and its approach to transparency and online protections.