Meta to offer alternative advertising settings in the EU from 2026
The European Commission has confirmed Meta’s commitment to offer EU users an alternative option for using social networks with less personalised advertising. This agreement is in line with the objectives of the Digital Markets Act (DMA). That is the first time such a choice has been offered on Meta’s social networks.
From January 2026, Facebook and Instagram users in Europe will be able to share less data and receive less personalised advertising.
Measures to comply with the DMA
According to the European Commission’s official statement, Meta will give users the choice between:
- consenting to the transfer of all their data and receiving fully personalised advertising;
- opting out of the transfer of some personal data to receive a more limited personalised advertising experience.
The company’s platforms will present these new options to users in the EU starting on 1 January 2026.
This decision was the result of close dialogue between the European Commission and Meta. The Commission investigated Meta’s violation of DMA requirements. Then, in April 2025, it issued a non-compliance decision related to users’ right to choose. Meta will offer Facebook and Instagram users in the EU an alternative advertising option to avoid a new conflict and a €200 million fine.
Tensions in EU-US relations over the regulation of large technology companies have escalated following a recent €120 million fine imposed on Network X for violating DMA rules. US officials participated in the debate surrounding the precedent.
In addition, there were some concerns about possible violations of the Digital Services Act (DSA) in November. In a written request addressed to the Commission, MEPs Ivan Verugstraete and Sandro Gozi from the Renew Europe group brought to Europe’s attention the growing presence of advertising by unlicensed gambling operators on Meta’s social networks.
Meta defends its advertising model
According to Bloomberg, the Commission has requested that Meta refine its service with a ‘pay-or-consent’ model, which allows users to opt out of advertising for a fee. A proposal to use less personal data for targeted advertising will also be launched in January. It was approved by EU antitrust regulators on 8 December, meaning that the company will not be subject to daily fines after all.
A Meta spokesperson confirmed the plans and at the same time defended the current advertising model, noting that personalised advertising supported €213 billion in economic activity and 1.44 million jobs in the EU in 2024.
The investigation into Meta highlights Europe’s ongoing confrontation with tech giants, despite criticism from the US. At the same time, the European Commission is showing a willingness to settle cases to avoid escalating tensions.
After the new option is implemented, the Commission intends to gather feedback and data from Meta and other interested parties to assess the impact and acceptance of the latest advertising model. ‘Users in the EU should have full and effective choice, which is their right under the DMA,’ the European Commission said in a statement.
Investigation of Google’s AI algorithms
Not limited to Meta, the European Commission is conducting a formal antitrust investigation into Google. According to the latest information, it now intends to assess whether the company has used the online content of publishers and YouTube creators in a way that violates EU competition rules. The focus is on expanding AI tools.
The investigation centres on AI Overviews and AI Mode, two features that generate AI-based summaries directly in Google Search. The EU is examining whether these summaries are used without fair compensation or the opportunity for authors to opt out.
Regulators argue that such practices could put competitors at a disadvantage and undermine the commercial viability of content-focused businesses. Publishers from various sectors, including gambling affiliates, are already reporting significant traffic declines since the introduction of AI-powered summaries.
This article was first published in Russian on 11 December 2025.
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