Meta to Offer EU Users New Data-Sharing Choice to Comply With Digital Markets Act
- Chalani Himasha
- 6 hours ago
- 1 min read
Himasha Dissanayake, JadeTimes Staff
H. Dissanayake is a Jadetimes news reporter covering Technology
Image source: Julien De Rosa/AFP/Getty Images
Meta has agreed to give Facebook and Instagram users in the European Union a clearer choice over how their data is used for advertising, following pressure from the European Commission. The decision aims to resolve a long-running dispute over the company’s “pay or consent” model, which previously led to a €200 million ($233 million) fine under the Digital Markets Act (DMA).
Starting January 2026, Meta will introduce two options for EU users: consent to share full data and receive fully personalised ads, or share less data and receive a more limited, less personalised advertising experience. The Commission highlighted this as the first time Meta will provide a genuine alternative to fully personalised ads across its platforms.
The move comes after a formal investigation into Meta’s controversial “pay-for-privacy” system, which critics argued forced users to choose between paying to avoid data tracking or accepting extensive data sharing in exchange for free access. Although Meta introduced a reduced-personalisation option last year, EU regulators say the new framework offers significantly improved transparency and user control.
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