The US tech giant has been forced to allow users to opt out of personalized advertising to comply with the bloc’s digital regulations

Meta has been forced to change its advertising policy in the EU, the European Commission has announced.

The move comes after the Facebook and Instagram owner received a €200 million ($233 million) fine in April under the bloc’s Digital Markets Act (DMA) for failing to provide users with a lawful choice over data-driven advertising.

The Commission stated on Monday that starting next year, Meta will allow users in the EU to opt out of data sharing for personalized ads, adding that this will give consumers “full and effective choice” over how their information is used. Brussels added that it will seek feedback from Meta and other stakeholders once the changes are implemented.

A Meta spokesperson has acknowledged the Commission’s announcement while defending the company’s existing business model, stating that “personalized ads are vital for Europe’s economy.” The spokesperson also said the company believes its current practices already comply with the DMA.

The policy shift comes as tensions between Washington and Brussels over digital regulation have escalated in recent months. US officials have repeatedly criticized the EU’s enforcement actions against American tech companies, arguing that the bloc’s rules amount to overregulation.

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EU’s X fine a ‘violent attack’ on free speech – French party leader

Earlier this month, the EU also issued its first non-compliance decision against Elon Musk’s platform X, fining it €120 million ($140 million) for alleged violations of the Digital Services Act’s clause on deceptive design practices.

US Secretary of State Marco Rubio condemned the ruling as “an attack on all American tech platforms and the American people” while US Vice President J.D. Vance accused Brussels of punishing X “for not engaging in censorship.”

Musk responded by labeling the EU a “bureaucratic monster” and calling for the bloc to be “abolished.”

The European Commission has defended its actions, stating that rules on data use, transparency, and user protection apply equally to all firms operating in the EU. European Council President Antonio Costa has also defended the EU’s regulatory autonomy, saying that the bloc’s digital rules reflect its own democratic model and understanding of free speech.