.Facebook parent company Meta intends to let European Facebook & Instagram users opt out of personalized ads as part of a larger effort to respond to a EU privacy order. This is Meta's latest update to account for legal differences between the US & EU.
The new plan will begin on Wednesday and allow users in the European Union to choose if they want to be targeted by ads based on broad categories or if they're OK with personalized ads, according to the Wall Street Journal. Users must submit a form to Meta objecting to its use of in-app activity. The company will then review the request before implementing the change.
Meta initially responded to the fine by stating that it"strongly disagrees" with the conclusion and intends to appeal the decision.Meta took a similar hit in May 2021 when Apple required iPhone app developers to ask users if they wanted their data to be tracked. The simple requirement led to Facebook losing $10 billion in revenue that year.
Meta has been the target of the DPC for regulations for more than a year. The DPC has fined the Big Tech giant for over $1 billion since the fall of 2021, including fines addressing Instagram's handling of children's data and its inability to stop hackers from stealing user data.
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