Meta is making a significant change to Facebook and Instagram in order to comply with the European Union’s technology and data privacy regulations. The company announced that as of January 2026, it will offer users in Europe the option to limit personalized ads. This is a noteworthy step, as it marks the first time Meta has provided such a choice to users on its social networks.
In the statement made by the European Commission, it was noted that the new model offers users two different options:
Sharing all personal data to see fully personalized ads,
Preferring a more limited personalized ad experience by sharing less data.
This change has emerged as a result of intense, long-standing negotiations between the EU and Meta. The Commission stated that after the model is implemented, the ad experience will be user…ıcılar üzerindeki etkisini ve uyum sürecinin işleyişini yakından izlemeye devam edecek.
The biggest factor behind Meta’s move was the €200 million fine it received in April for violating the Digital Markets Act (DMA). The Commission had accused Meta of failing to comply with regulations, stating that the company forced users into a “pay for a subscription or share all your data” dilemma. With the new advertising model, the goal is to give users more control over their advertising experience and to strengthen data privacy.
This development marks an important turning point for the digital marketing world. In particular, advertising targeting and data usage strategies are expected to be reshaped in the EU market. As of 2026, brands will need to be prepared for an advertising ecosystem where user data is more limited.
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