The European Commission announces that it has informed Meta that its 'pay or consent' advertising model does not comply with the Digital Markets Act (DMA), according to the preliminary findings of an investigation opened in March 2024 by the EU.

The Commission believes that the advertising model in question forces users to accept the exploitation of their personal data without offering them a less personalized but equivalent alternative.

Margrethe Vestager, executive vice-president in charge of competition, stressed that the investigation was thus aimed at ensuring that citizens can control their data and choose to be exposed to less personalized advertising.

Meta, to whom the Commission has sent its conclusions, can now exercise its rights of defence. The investigation should be concluded within 12 months of its opening, i.e. by March 2025 at the latest.


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