The European Commission has acknowledged Meta's commitment to offer users in the EU a choice regarding personalized advertising on its platforms, Facebook and Instagram. This initiative is part of Meta's compliance with the Digital Markets Act (DMA).

For the first time, users will have the option to either consent to share all their data for fully personalized ads or to share less personal data for a more limited advertising experience. These new options are set to be presented to users in January 2026.

This development follows a close dialogue between the European Commission and Meta, which began after the Commission found Meta in breach of the DMA. In April 2025, the Commission issued a non-compliance decision regarding user choice.

Once the new ad model is implemented, the Commission plans to gather feedback and evidence from Meta and other stakeholders to assess the impact and uptake of these options. The aim is to ensure that users in the EU have full and effective choice, a right guaranteed under the DMA.