Meta has announced a major shift in its advertising strategy for users in the European Union. Starting soon, Facebook and Instagram users across the EU will experience fewer personalized ads, marking a significant change in how the tech giant approaches user data and privacy.
Meta’s New Advertising Model
In response to increasing regulatory scrutiny in Europe, Meta will give users more control over their ad experience. Currently, users in the EU either pay for an ad-free version of the platforms or are subjected to highly targeted ads based on their online behavior. However, Meta’s new model allows users to opt for ads that use only data from their current browsing session, along with basic identifiers such as age and location.
This move follows the launch of Meta’s subscription service earlier this year, which faced backlash from European regulators. The European Union had charged Meta with violating its competition laws, prompting an ongoing investigation. As part of the changes, Meta will also reduce the subscription fee, aiming to offer a more affordable, less invasive option for users.
Meta’s Response to EU Regulators
Meta claims the new advertising strategy goes above and beyond what is required by EU law, addressing regulatory concerns head-on. While the European Commission has confirmed that the investigation is still active, the shift in Meta’s approach seems aimed at averting further legal challenges while maintaining its market dominance.
What This Means for Users and Advertisers
For users, this change means more privacy and less invasive advertising, aligning with growing demand for data protection. For advertisers, it could result in less precision in targeting, potentially impacting ad performance. However, the reduction in subscription fees may offer an enticing alternative for those seeking a less personalized, more private browsing experience.
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