Meta has proposed an ad-light option for EU users as part of a settlement to its pay-or-consent policy probe. The option would allow Facebook and Instagram users in the bloc to access services with fewer personalized ads while still using the platforms.
The move follows an EU investigation that found Meta’s policy could force users to either consent to data tracking or pay for an ad-free experience. In April, the European Commission fined Meta €200 million and warned that non-compliance could trigger daily penalties of up to 5% of average daily worldwide revenue.
Regulators will assess the proposed changes before deciding whether to close the probe, with the commission noting that the case is not closed but sees a very good step forward and that it will continue to monitor progress. The push comes as the EU’s DMA framework remains a point of contention and scrutiny from U.S. authorities.
There had been prior optimism that an agreement could be reached in October, underscoring the high-stakes regulatory showdown between Meta and Brussels as digital rules tighten across the bloc.
