Meta to show less personalised ads for EU users

Meta Platforms, the parent company of social media giants Instagram and Facebook, has announced its intention to offer European users the option to experience “less personalised ads.” The development comes as the California-based tech titan addresses the growing concerns of European regulators.

This shift by Meta, first reported by the Wall Street Journal, is designed to meet the expectations of regulators in the European Union (EU). The company outlined the introduction of this new advertising model, revealing that over the coming weeks,

users within the EU will be able to opt for ads that are less tailored to their personal data but instead are shaped around the “context” of usage — essentially, the content users engage with during a specific session on the platforms.

Advertisements will continue to consider demographic factors such as age, gender, and location, with certain advertisements remaining briefly unskippable.

Furthermore, as part of its adjustments, Meta is planning to decrease the price of ad-free subscriptions by about 40 percent for its European users. This price reduction could potentially broaden the appeal of opting out of ad-supported offerings altogether.

This move by Meta comes against the backdrop of heightened regulatory scrutiny in the EU, where authorities are actively seeking to rein in the influence wielded by major technology companies. A significant legislative effort in this vein is the Digital Markets Act (DMA), which has been enacted recently, aiming to ensure fair competition and limit the dominance of tech behemoths.

A spokesperson for the European Commission clarified that while Meta’s proposed changes reflect an acknowledgment of regulatory stipulations, they were introduced independently of the commission’s direct influence or endorsement. The spokesperson further emphasised that “it is premature to speculate about the impact on the pending non-compliance proceedings.”

The new advertising model comes on the heels of a landmark ruling by Europe’s highest court last month. The court’s decision necessitated that Meta curtail the use of personal data amassed from Facebook users for targeted advertising purposes, reinforcing privacy considerations championed by activists like Max Schrems.

Anu Talus, chair of the European Data Protection Board, expressed cautious optimism regarding Meta’s announcement. She remarked on the introduction of a choice that limits detailed profiling for advertising, acknowledging it as a step towards accommodating privacy expectations.

Source: Noah Wire Services