Meta is planning to let European users of Facebook and Instagram opt out of certain highly personalized ads
European users of Facebook and Instagram opt out of certain highly personalized ads as part of plans to limit the impact ofUnder the plan, Meta, beginning Wednesday, will allow EU users to choose a version of its services that would only target them with ads based on broad categories, such as their age range and general location—without using, as it does now, data such asUsers who wish to opt out will have to submit an online form objecting to Meta’s use of their in-app activity for ads, and...
The change would be the latest divergence in user options for some services on each side of the Atlantic, such as how users are faced in Europe with cookie-consent boxes they often don’t see in the U.S. The opt-out comes as Meta faces a compliance deadline for a pair of landmark rulings from Ireland’s Data Protection Commission, which leads enforcement of the EU’s main privacy law for Meta.
Meta says it is continuing to appeal those rulings and fines, but it is bound to comply with them meanwhile. “We believe that our previous approach was compliant,” the company said. “It is important to note that this legal change does not prevent personalized advertising on our platform,” it said. are part of a growing threat to the core business of Meta and many other players in digital advertising: limitations on data they use to sell highly targeted digital ads.The solution Meta is implementing, which will involve notifying users of their right to object to ads based on their activity, is likely to rile privacy activists who have campaigned for the company to prompt all of its European users proactively to decide whether they agree to the use of their activity data for ads.
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