Facebook & Instagram to cut targeted ads

Facebook and Instagram users will soon have the option to receive fewer targeted ads, as Meta Platforms aims to comply with EU demands for restricted use of user data in targeted marketing. European users can expect to see these changes in the coming weeks, with users being able to select ads based on ‘context’—content viewed during a particular session. However, ads will still be targeted based on age, gender, and location. Additionally, Meta plans to reduce the cost of an ad-free subscription for European users by 40%. An unnamed EU spokesperson declined to comment on whether these changes are in line with EU requirements, stating it is too early to speculate on the impact. Anu Talus, head of the European Data Protection Board, welcomed the initiative, noting it is too early to assess but is positive about the offer of a new choice with limited profiling.