EU Forces Meta to Reshape Ads Policy After 200 Million Euro Fine

Mace | 10th December 2025 | Brussels, Policy & Think Tanks, Uncategorised
Social_media_collection_2020s

Meta agrees to overhaul its EU ad model, offering clearer data-sharing choices for users after regulators ruled its previous system breached competition rules.

European regulators have secured a commitment from Meta to overhaul its ads policy in the European Union following a 200 million euro fine for breaching the bloc’s digital competition rules. The move comes after regulators concluded that Meta’s ad targeting model did not comply with requirements under the Digital Markets Act and warned that stronger enforcement would follow unless changes were made. Under the revised model EU users of Facebook and Instagram will be offered a clear choice starting in January 2026. They will either consent to share their personal data in return for fully personalised advertising or limit data sharing and receive a reduced targeting experience based on less intrusive information. Officials say the change is intended to provide a meaningful choice rather than the limited options previously available. The new arrangements are intended to replace the earlier consent or pay system under which users were required to accept tracking or pay for an ad free subscr...

Subscribe to The Mace

Join the member community shaping British politics and stay ahead of what's really happening in the world of politics and public affairs, with expert analysis, breaking news, and insider insights from Westminster and Brussels. The Mace is the leading news source and resource for the government affairs industry, offering required reading and lobby intelligence for professionals.

To see what you are missing out on by not subscribing to The Mace, click here to download our full membership info-pack. This includes having no paywall on op-ed content or profiles/interviews, allowing professional profiles to be read with maximum impact and visibility by government, special advisers, MPs, peers, civil servants, and policy and political decision-makers.



Holiday tax will ruin the English Summer

Mace | May 23, 2026

Despite the new 5% VAT tax break for holiday attractions, tourism trade body leaders are speaking out about how government policies may not help the sector.

Are Labour eyeing a return to the EU? Mace investigates the key players involved 

Lucy Carrier-Pilkington | May 19, 2026

Recent comments by the former health secretary have plunged Brexit back into national conversation, but what does Labour actually think?

Reflections on starting up a new centre-right think tank by Jonathan Brown

Jonathan Brown | May 19, 2026

Jonathan Brown, CEO of Centre for a Better Britain, explains why Westminster needed a new think tank for a new political era

Scrapping carbon pricing would be a costly hit to British exporters and consumers

Mace | May 7, 2026

A new report reveals that axing carbon pricing would be a self destructive step for the UK economy.

EU likely to shelve chemical reform amid industry pressure 

Lucy Carrier-Pilkington | May 6, 2026

The reform concerns a pre-existing law on the Regulation, Authorisation and Restriction of Chemicals (REACH) and has been in place since June 2007.  

The Silent Engine: Why we must stop kicking the Civil Service and learn to love our Civil Servants

Neil Woollard | April 28, 2026

As the Charity for Civil Servants marks its 140th anniversary, Neil Woollard argues that the officials who keep Britain functioning are too often caricatured, underpaid and overlooked —

UK’s economic stability starts at sea, says the CEO of the Chamber of Shipping

Mace | April 28, 2026

Shipping moves 95 per cent of the UK’s trade. Most of the time, this happens smoothly until there is a global crisis, writes Rhett Hatcher, CEO of the

UK ‘global investor’ visa proposed by lobby group to bring back UK’s non-doms

Lucy Carrier-Pilkington | April 23, 2026

New 'global investor visa' proposed by lobby group as UK struggles to attract the super-rich

London Elections latest polling: Green gains and Labour out

Lucy Carrier-Pilkington | April 22, 2026

Latest polling from YouGov suggests major gains for Greens and Reform UK in the capital.

Josh Simons resigns over APCO row

Oliver Dean | March 1, 2026

The former Cabinet Office Minister resigned after pressure mounted on him following allegations of his conduct whilst a senior figure at Labour Together