Fined €200 million last April for non-compliance with the DMA, the Meta group has finally decided to comply with the rules. On Monday 8 December, the European Commission announced that the company would be introducing a third targeted advertising system in January, one that relies less on the collection of users’ personal data and guarantees greater respect for privacy.
It’s a third option that does not require users to make a payment in order to refuse to allow the company to use their personal data, as was the case with the system installed by Meta last autumn (see EUROPE 13626/2).
This system did not convince the European Commission; they considered it contrary to the obligations of the DMA, which establishes the freedom for users to opt for less personalised advertising without receiving a poorer quality service.
Expected to be available in January in the European Union, the new system proposed by Meta should give users the choice between consenting to share all their data in exchange for targeted advertising or sharing only a small part of it for more generic advertising.
“We will monitor its effective implementation and then take action. The dispute is not yet completely closed, but this is a very good step forward”, explained a spokesperson for the European Commission. (Original version in French by Isalia Stieffatre)