Meta (NASDAQ:META) will roll out a new choice for Facebook and Instagram users in the European Union, allowing them to access versions of the platforms that feature less personalized advertising, the European Commission announced.
Under the plan, EU users will be presented with a clear choice: they may either consent to sharing their full data set in exchange for highly personalized ads, or choose to share a more limited amount of personal information and receive a less targeted advertising experience.
Meta intends to begin offering these options to users across the EU in January 2026.
The move comes after months of engagement between the Commission and Meta, following a determination in April 2025 that the company had violated the Digital Markets Act’s requirements on user choice. Once the new system is in place, regulators will seek feedback on how it is being adopted and whether it effectively addresses compliance concerns.