EU regulators have accepted Meta’s revised advertising model for Facebook and Instagram, with the company set to present the new options to users in January 2026. The decision removes the immediate risk of daily fines under the Digital Markets Act (DMA).
The updated pay-or-consent model introduces two choices. Users may allow full data sharing for fully personalised advertising or restrict data use for a more limited form of personalisation. The European Commission noted that this marks Meta’s first time offering such an alternative on its social platforms.
The approval comes after an April 2025 non-compliance decision that included a €200 million fine for violations covering November 2023 to November 2024. Meta subsequently adjusted the proposal’s wording, design, and transparency features while retaining its overall structure.
Meta faced potential daily fines under the DMA framework, up to 5% of average daily worldwide turnover. The Commission's approval eliminates this immediate penalty risk.
After rollout in January 2026, the Commission will assess how the model functions by gathering feedback and evidence from Meta and relevant stakeholders. The Commission restated that EU users "must have full and effective choice", as required under the DMA.
Notes: This post was drafted with the assistance of AI tools and reviewed, edited, and published by humans. Image: DIW-Aigen
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The updated pay-or-consent model introduces two choices. Users may allow full data sharing for fully personalised advertising or restrict data use for a more limited form of personalisation. The European Commission noted that this marks Meta’s first time offering such an alternative on its social platforms.
The approval comes after an April 2025 non-compliance decision that included a €200 million fine for violations covering November 2023 to November 2024. Meta subsequently adjusted the proposal’s wording, design, and transparency features while retaining its overall structure.
Meta faced potential daily fines under the DMA framework, up to 5% of average daily worldwide turnover. The Commission's approval eliminates this immediate penalty risk.
After rollout in January 2026, the Commission will assess how the model functions by gathering feedback and evidence from Meta and relevant stakeholders. The Commission restated that EU users "must have full and effective choice", as required under the DMA.
Notes: This post was drafted with the assistance of AI tools and reviewed, edited, and published by humans. Image: DIW-Aigen
Read next:
• Has OpenAI Sacrificed Morality for Shareholder Profits in Its Ten-Year Journey?
• Replace Doom Scrolling with Microlearning Apps and Boost Focus in 2025
