Meta plans to launch ‘less personalized ads’ for EU users
Meta is preparing to offer Instagram and Facebook users in Europe the option to receive "less personalized ads." “Over the coming weeks, people in the EU who choose to use Facebook and Instagram for free with ads will be able to choose to see ‘less personalized ads’,” the platform wrote.
This shift comes as Meta attempts to meet the demands of European Union regulators. The EU regulators have been pressing for more control over how the company targets ads.
New ad format to roll out soon
Meta will give European users the choice to opt for less personalized ads, at no cost. Unlike targeted ads most users see currently, this new ad type will rely on “contextual ads”—ads based on content viewed during a specific browsing session rather than a broader analysis of a user’s activity history. “This less personalized ads option relies on less data, so we’ll show ads based only on context – what a person sees in a particular session on Facebook and Instagram,” Meta said.
These contextual ads will be less tailored to each user. They will focus more on the specific content users view in a single session. With this change, ads will also target users by age, gender, and location. Users can also expect some of these ads to appear in full-screen and remain unskippable for a few seconds.
Meta says it will “inform” users about the new update. Users will have the option to choose if they want “to see less personalized ads when we again ask them whether they wish to subscribe or continue to use our products for free with ads.” It also said the option “will be dismissible for a while before it becomes non-dismissible.”
EU pressure on Meta and big tech intensifies
Meta’s decision comes amidst heightened regulatory scrutiny from the EU. The Digital Markets Act (DMA), a newly implemented regulatory framework, aims to curb monopolistic practices by tech giants and reinforce user privacy. Under this law, companies like Meta face restrictions on using user data for targeted advertising without consent.
An EU spokesperson said that Meta’s new ad format was not an official agreement with the Commission and that EU regulators would continue to press Meta for full compliance. "Our objective is to bring Meta to full and effective compliance in this matter as soon as possible," the spokesperson told Reuters.
Meta’s concerns over business impact
Meta has voiced concerns that less personalized ads may harm the efficiency of digital advertising and European businesses that rely on its platforms. The company has traditionally been reluctant to offer a no-fee, low-personalization ad option because it could hinder its core revenue source: highly targeted ads built on user data.
Privacy tensions over AI data use
Meta also faces regulatory scrutiny over data usage for artificial intelligence. EU officials have raised concerns about the data it uses to train AI models. This debate has already led Meta to delay the launch of its AI chatbot tools in the European market.