Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Big changes are coming for advertisers targeting audiences in the European Union. Meta has announced that Facebook and Instagram users will soon have more control over the ads they see, giving marketers and brands a chance to rethink how they approach EU campaigns. The move comes as Meta works to comply with the EU’s Digital Markets Act (DMA), which is designed to ensure users have a real choice over how their personal data is used.
The New User Choice
Starting in January 2026, EU users will be presented with two clear options for ad experiences. They can either continue with fully personalised, data-driven ads the type most marketers rely on for precision targeting, to switch to a limited personalised option, which uses less data while keeping the platforms free to use. This replaces Meta’s previous “consent or pay” model, which regulators argued didn’t offer a genuine choice. For users, this change means greater transparency and control, while still accessing the social platforms they love.
Impact on Advertising Strategies
For advertisers, this change signals a shift in how campaigns may perform in the EU. Users choosing the limited personalised option will generate less granular behavioural data, which could impact targeting precision and campaign performance. Brands will need to lean more on contextual targeting, broader audience strategies, and creative messaging to maintain results. While it may add complexity, it’s also an opportunity to innovate and connect with audiences in fresh, privacy-conscious ways.
Looking Ahead
This update marks a significant step in the EU’s privacy-first approach to digital marketing. For marketers, staying ahead of these changes means adapting campaigns, testing new strategies, and embracing the evolving balance between user choice and ad performance. Those who do so successfully will not only comply with regulations but also build stronger, trust-based connections with their audiences. The landscape is changing, but with the right approach, brands can thrive.
