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Meta to Offer Less Personalized Ads in Europe to Satisfy EU Regulators

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Meta Platforms, the parent company of Facebook and Instagram, announced on Tuesday a shift in its advertising approach for European users, now allowing them to opt for “less personalized ads.” This change comes as the company seeks to address rising regulatory concerns from the European Union over user privacy and Big Tech’s influence.

The update will roll out in the coming weeks, allowing users in the EU to choose ads based on “context,” targeting them according to session activity rather than using detailed personal data. Meta clarified that these ads would still consider age, gender, and location and would include some unskippable elements. Additionally, Meta plans to cut ad-free subscription prices by 40% in Europe, aligning with regulators’ calls for fairer practices.

This policy shift is partially driven by the Digital Markets Act (DMA), a groundbreaking EU regulation aimed at limiting Big Tech’s market dominance, which went into effect earlier this year. The European Commission is monitoring Meta’s compliance closely, stating that this new ad model is not officially endorsed and that the EU’s main goal remains full compliance with privacy standards.

The European Data Protection Board (EDPB) chair, Anu Talus, welcomed Meta’s new choice of less detailed profiling for ads, though the proposal will still undergo regulatory scrutiny. This development follows a recent court ruling obligating Meta to limit personal data use in targeted advertising, a victory for privacy advocates such as Max Schrems.

 

EU Antitrust Authorities to Outline Apple’s Obligations Under the Digital Markets Act for Increased Competition

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The EU will detail Apple’s requirements for enhancing interoperability with key features like notifications and device connectivity. Devamını Oku

Apple Updates EU App Store Policy Following Commission Probe

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Apple Inc. has revised its App Store policy in the European Union following a probe by the European Commission. The Commission had charged Apple in June for breaching EU tech regulations, specifically criticizing the company’s restrictions on how developers could communicate with their customers outside the App Store.

Policy Changes

In response, Apple will now permit developers to promote offers and communicate with users directly from within their apps, rather than solely through external links to their websites. This change is designed to give developers more flexibility in how they engage with their customers and manage their sales.

However, Apple is introducing two new fees in place of the existing reduced commission for digital goods and services. These are:

  • 5% Acquisition Fee: Applied to new users acquired through the App Store.
  • 10% Store Services Fee: Charged on sales made by users on any platform within 12 months of app installation.

Currently, Apple charges different fees, including a core technology fee, a reduced commission for digital goods, and an optional fee for payments and commerce services. The new fees will replace the reduced commission structure.

Industry Reactions

Spotify, which has clashed with Apple over in-app link restrictions, expressed concern over the new fees. A Spotify spokesperson criticized the changes, stating that the proposed 25% fee for basic user communication appears to disregard the requirements of the EU’s Digital Markets Act (DMA).

The European Commission had previously criticized Apple’s fees for acquiring new customers through the App Store, deeming them excessive. The Commission plans to evaluate Apple’s compliance with the DMA and consider feedback from developers.

Regulatory Context

This action marks the first enforcement of the DMA against Apple, a regulation aimed at curbing the dominance of Big Tech. Violations of the DMA could lead to fines of up to 10% of a company’s global annual turnover.