Meta will enable European users of Facebook and Instagram to share less data and see fewer personalised ads, following a €200 million ($233 million) fine imposed by the European Union for breaching EU digital rules. Apple has also been fined €500 million for maintaining anti-competitive conditions in its App Store.
The measures come after a year-long investigation and represent an unprecedented step in the implementation of the EU’s new digital regulatory framework.
The European Commission confirmed on Monday that the U.S. tech giant has agreed to implement the change from January, settling the legal dispute over its “pay or consent” system.
Under the new arrangement, “Meta will give users the effective choice between: consenting to share all their data and seeing fully personalised advertising, and opting to share less personal data for an experience with more limited personalised advertising,” the Commission said, adding that this marks the first time such an option has been made available across Meta’s social networks.
The measure follows a Commission probe earlier this year, which found that Meta’s “pay for privacy” system violated EU digital competition rules. Previously, users had to either pay to avoid data collection or consent to share data to use the platforms for free.
Brussels will monitor “effective implementation” and “seek feedback and evidence from Meta and other relevant stakeholders on the impact and uptake of this new ad model.”
Acknowledging the Commission’s statement, Meta said “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.”
