Meta’s paid opt-out plan for Facebook and Instagram ads allegedly violates the EU by not giving users an option for a “similar experience” with less personalization.
The EU has formally charged Meta with violations of its Digital Markets Act , marking its second such charge in as many weeks. The European Commission writes in a preliminary ruling that the “pay or consent” advertising model that launched last year for Facebook and Instagram users runs afoul of Article 5 of the DMA by not giving users a third option that uses less data for ad targeting but is still free to use.
” The commission explains the part of the DMA it believes Meta has violated: > Under Article 5 of the DMA, gatekeepers must seek users’ consent for combining their personal data between designated core platform services and other services, and if a user refuses such consent, they should have access to a less personalised but equivalent alternative. Gatekeepers cannot make use of the service or certain functionalities conditional on users’ consent.
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