Meta commits to EU user choice on personalised ads under the DMA

The European Commission has acknowledged Meta’s undertaking to give EU users a clearer choice over how their data is used for advertising on Facebook and Instagram, in line with the Digital Markets Act (DMA). The change is designed to ensure that users can make a meaningful decision about ad personalisation rather than being pushed into a single default model.

Under the new approach, EU users will be presented with two options. First, they can consent to share all of their data and continue to receive fully personalised advertising. Second, they can choose to share less personal data and use a version of the services that features less personalised advertising, where ad personalisation is more limited. Meta is expected to roll out this choice to EU users from January 2026.

This development follows regulatory scrutiny over whether users had effective choice under Meta’s previous approach. The Commission had issued a non-compliance decision in April 2025 related to user choice requirements under the DMA, and the new undertaking reflects the outcome of that process and subsequent engagement.

The broader impact is that ad personalisation in the EU is being framed more explicitly around consent and user agency. In practical terms, the commitment signals that major platforms must offer a real alternative to full personalisation, and that the quality of the choice—how it is presented and what it means in practice—matters. It also illustrates how the DMA is being applied to reshape platform behaviours by requiring clearer boundaries around data-sharing and personalised advertising.

The Commission has indicated it will monitor implementation after the rollout. This includes collecting feedback and evidence from Meta and other relevant stakeholders on uptake and impact. That monitoring matters because it will help determine whether the “choice” operates effectively in real user journeys, and whether additional adjustments are needed to meet DMA expectations in practice.

Overall, the announcement marks a significant shift in how personalised advertising is governed for EU users of major social platforms: less personalisation becomes a structured option, and user consent becomes the central lever for determining how extensively personal data is used for ad targeting.

Source: Meta commits to give EU users choice on personalised ads under DMA - Digital Markets Act (DMA)