Meta enhancing User Choice in EU with new options for Data Sharing and Messaging

Meta yesterday announced is introducing new options for how Instagram and Facebook users in the EU, EEA, and Switzerland can manage their experiences across the platform.

These enhancements are in line with the requirements of the Digital Markets Act (DMA), which aims to promote fairer practices and enhanced competition in the digital realm.

PPC Land last week reported Google is now getting additional consent from users to share data across services.

Starting in the coming weeks, Meta users will receive notifications informing them about their ability to choose whether they want to share their data between Meta's various services. This includes the option to:

1. Continue connecting Instagram and Facebook accounts through the Accounts Center: This will allow Meta to utilize data across both platforms to provide a more personalized experience.
2. Manage Instagram and Facebook accounts separately: Opting for this choice will prevent Meta from sharing data between the two platforms, resulting in a more siloed experience.

Users of Facebook Messenger will now have the choice to either continue using their Facebook account for messaging or create a standalone Messenger account. Those who choose the latter will be able to enjoy Messenger's core features without linking it to their Facebook profile.

Facebook Marketplace users can now decide whether they want their Facebook information to be used for their Marketplace experience. Those who opt in will receive the current Marketplace experience, while those who opt out will still be able to browse listings and buy or sell items, but communication between buyers and sellers will be handled via email instead of Facebook Messenger.

Similarly, Facebook Gaming players can choose between a gaming experience that utilizes their Facebook information or a standalone experience without personal data sharing. The former option will enable multiplayer games, in-game purchases, and personalized game recommendations, while the latter will restrict gameplay to single-player modes.

Users in the EU, EEA, and Switzerland can continue to access Instagram and Facebook for free with ads or subscribe to a no-ads option. Opting for the latter will ensure that Meta does not use their personal information for advertising purposes. This subscription option was introduced in November 2023.

Meta's new data sharing and messaging options are expected to have am impact on advertising in the EU, EEA, and Switzerland. By giving users more control over their data, these changes will make it more difficult for advertisers to target their ads effectively.

With users having the choice to opt out of data sharing between Meta's services, advertisers will have less access to the comprehensive user profiles that have been the foundation of targeted advertising. This reduction in precision will make it more challenging to reach the right audience with the right message.