Meta to Provide Ad-Choices to EU Users Starting 2026

In Focus

• Meta introduces ad-choices after regulatory probe into its pay-or-consent model
• The move involves making its pay-to-consent model compliant with the DMA
• Meta is redesigning its social media platforms to inform users of options available

Meta has agreed to give users in the EU the option of viewing less personalized ads on Facebook and Instagram, Reuters reported. Implementing Meta ad-choice in the EU will involve adjusting the social media giant’s pay-or-consent business model to comply with the Digital Markets Act (DMA).

“Meta will give users the effective choice between consenting to share all their data and seeing fully personalized advertising, and opting to share less personal data for an experience with more limited personalized advertising,” the European Commission said in a statement published on its website.

When Will Meta Roll Out Ad-Choice Options in Europe?

The U.S. social media giant will start offering the options in January 2026. The Commission also said that “this is the first time that such a choice is offered on Meta’s social networks.” Meta’s new ad-choice option in the EU comes after a regulatory probe into the company’s “pay-or-consent” model under the EU Digital Markets Act.

The model, which was first introduced in November 2023, required users to either consent to data tracking or pay to access ad-free services on Meta’s social platforms. The Commission imposed a €200 million fine on Meta in April 2025 for allegedly breaching the DMA’s requirement to give consumers an option that uses less of their personal data.

Following Meta’s DMA ad compliance, regulators will assess the changes before closing their investigation. Meta recently unveiled ad-free services on Facebook and Instagram for users in the U.K.

Meta’s Response to EU’s Personalized Ads Announcement

The social media company highlighted the importance of Meta’s personalized ads in the EU and acknowledged the statement by the European Commission on the matter.

“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,” a Meta spokesperson in an emailed statement as stated on Seeking Alpha.

EU’s announcement on Meta’s compliance with Digital Markets Act ads rule as the social media giant faces a fresh antitrust probe in the region. Last week, the European Commission announced plans to probe Meta Platforms over the integration of AI into WhatsApp.

Meta is redesigning its social media platforms to remind EU users of the options available. The company introduced no-ads subscriptions in November 2023 and gave users the option to view less personalized ads in November 2024.

EU’s Scrutiny of U.S. Tech Companies

The EU has tightened scrutiny of major tech companies in recent months. Last week, EU regulators penalized Elon Musk’s X platform $140 million for violating the region’s digital content rules, sparking sharp reactions from U.S. government officials.

Last month, the European Commission said it will probe Apple to determine whether its Ads and Maps services should be designated as gatekeepers. The Commission has also launched DMA probes into Google, Amazon and Microsoft.