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Europe’s DMA forces Meta toward ‘less personalized ads’
Meta, under legal pressure in the European Union over a binary 'pay us or consent to ad tracking' choice it currently offers regional users of its social
Both Facebook and Instagram are CPS — meaning that, since early March when DMA compliance kicked in, Meta has needed permission to track and profile service users’ activity in order to micro-target them with ads in the EU. Thing is, Meta has not asked people’s permission for this pervasive tracking and profiling — it’s just offered a binary choice of accepting the surveillance or paying it a subscription fee for ad-free versions of the services. It is too soon to speculate about the impact on the pending non-compliance proceedings, she added, noting: “Our objective is to bring Meta to full and effective compliance in this matter as soon as possible.”
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