Commission acknowledges Meta less-personalised ads undertaking for DMA Art.5(2) (8 December 2025)

On 8 December 2025, the European Commission acknowledged Meta’s undertaking to offer EU users of Facebook and Instagram an alternative that shows less personalised ads, to comply with the Digital Markets Act. The Commission states this is the first time such a choice is offered on Meta’s social networks.

Choice structure and timing

Meta will give users the effective choice between:

1. consenting to share all their data and seeing fully personalised advertising; and
2. opting to share less personal data for an experience with more limited personalised advertising.

Meta will present these options to users in the EU in January 2026. The undertaking follows dialogue after the Commission’s April 2025 non-compliance decision on user choice. Once implemented, the Commission will seek feedback and evidence from Meta and stakeholders on impact and uptake.

UA reading

EU campaigns on Meta should treat a durable less-personalised cohort as part of planning assumptions from January 2026 onward. The Commission page does not publish CPI or ROAS deltas; any performance degradation is an operator measurement task, not a figure in this announcement.

Download the undertaking card.

Research checked 20 September 2026. Local draft; human editorial review pending.