European users of Meta’s Facebook or Instagram will be able to opt out of targeted ads based on personal data, per EDPB ruling|Petar Adžaga|CC BY-SA 4.0

Meta will need users’ consent before it can target ads based on their personal data in Europe, the EU’s European Data Protection Board (EDPB) has ruled.

A user can choose to opt out of targeted ads on Facebook and Instagram to avoid being tracked by social media platforms. For a company that built a major part of its business by targeting ads, Meta will have to change its tactics.

The EDPB has provided the Irish privacy regulator—Data Protection Commission—with a month to abide by the new rule. DPC is to issue the final order. The company will have to abide by these rules as Meta’s European operations are officially based out of Ireland.

The EU’s new decision will significantly impact the company which was already under pressure due to Apple’s App Tracking Transparency—estimated to cost Meta around $10 billion in sales when it launched in 2021.