Meta Advertising Changes in Europe: A Shift Towards Less Personalisation

Meta has announced significant changes to its advertising strategy in Europe, responding to regulatory pressures and legal challenges. Users of Facebook and Instagram in the EU will now have the option to receive less personalised ads or subscribe for an ad-free experience at a reduced cost. This move comes amid ongoing scrutiny from European regulators regarding data privacy and competition laws.

Key Takeaways

• Meta introduces less personalised ads for EU users, focusing on context-based targeting.
• Subscription prices for ad-free experiences reduced by 40%.
• Changes aim to comply with the Digital Markets Act and GDPR regulations.

Meta Advertising Changes in Europe: Background

Meta’s decision to alter its advertising model follows a series of legal challenges and fines imposed by the European Union. The company was recently fined nearly €800 million for antitrust violations related to its Facebook Marketplace service, which regulators claimed stifled competition by unfairly tying it to the social network.

The EU’s Digital Markets Act (DMA) has intensified scrutiny on major tech companies, including Meta, compelling them to change their business practices to ensure fair competition. As part of these changes, Meta is now offering users in the EU the choice to see less personalised ads, which will rely on minimal data points such as age, gender, and location, rather than extensive tracking across services.

New Advertising Options

• Less Personalised Ads: Users can opt for ads that are less tailored to their interests, based on the content they view during a session.
• Subscription Model: Users can choose to pay for an ad-free experience, with prices significantly reduced from €9.99 to €5.99 per month on the web, and from €12.99 to €7.99 on mobile devices.

Meta Advertising Changes in Europe: Implications for Users and Advertisers

While the introduction of less personalised ads aims to provide users with more control over their data, it may lead to a decrease in ad relevance. Users opting for this option will see ads that are less aligned with their interests, potentially impacting the effectiveness of advertising campaigns.

Meta has stated that this change is necessary to comply with evolving EU regulations, which require explicit consent for data processing related to personalised advertising. The company continues to advocate for the value of personalised ads, which it claims are beneficial for both users and businesses.

Future Outlook

The changes implemented by Meta are part of a broader strategy to navigate the complex regulatory landscape in Europe. As the EU continues to enforce stricter data protection and competition laws, Meta’s ability to adapt will be crucial for its operations in the region.

The company has expressed its commitment to maintaining a free and inclusive internet, emphasising the importance of personalised advertising for economic growth. However, the effectiveness of these new advertising options in satisfying regulatory demands remains to be seen, as the EU’s investigations into Meta’s practices are ongoing.

Sources

• Meta fined nearly €800mn for breaking EU law over classified ads practices, Financial Times.
• Meta to offer less personalized ads in Europe to appease regulators | Reuters, Reuters.
• Facebook and Instagram to Offer Subscription for No Ads in Europe | Meta, Meta.
• Europe’s DMA forces Meta toward ‘less personalized ads’ | TechCrunch, TechCrunch.
• Meta hit with $840 million EU fine for ‘abusive’ Facebook Marketplace ad practices | Fortune Europe, Fortune.
• Meta Offers Less Personalised Ads for EU Users, TechRepublic.