Meta could make highly targeted ads opt-in, but only in Europe
Meta is proposing to make some of its personalized, targeted ads an up-front opt-in choice for users in the European Union, reports The Wall Street Journal. If the EU accepts Meta’s proposal, the company says it would need three months or more to let users choose whether to allow the company to target ads based on what they do within its social media services.
The company’s proposal aims to end its ongoing fight with the EU over its use of personal data for advertisements under European privacy laws, the Journal says. Right now, EU users of Meta’s platforms can opt out of this sort of targeting rather than choose to opt in. For those who opt out, the company still targets ads using some broader demographics data, such as users’ general...