The European Union said Meta Platforms will offer Facebook and Instagram users an alternative choice that shows fewer personalized ads, potentially heading off another clash with the bloc after the US social media company was hit was a €200 million ($233 million) fine.
Meta will offer users the option to share less data from January in order to comply with the EU’s Digital Markets Act, its landmark rules for big tech firms, according to a statement from the European Commission, the bloc’s executive arm.
Tensions between the EU and US over regulation of Big Tech flared up after the commission last week fined Elon Musk’s X social network €120 million under its digital content rules, with officials including US Vice President JD Vance weighing in to criticize the EU.
Bloomberg reported in July that the commission had told the social networking company that its pay or consent service – allowing ad-free services for a fee – needed further reworking.
A Meta company spokesperson confirmed the plans, while defending its current advertising model. “Personalized ads are vital for Europe’s economy – last year, Meta’s ads were linked to €213 billion in economic activity and supported 1.44 million jobs across the EU,” the spokesperson said.