Meta to let users in EU 'share less personal data' for targeted ads

Meta, known to users for its social media apps, is also one of the world's biggest advertising platforms, alongside Google. Collecting detailed information about Instagram and Facebook users to deliver targeted ads has allowed it to generate tens of billions of dollars in ad revenue every year. — Photo: Jens Büttner/dpa

BRUSSELS: The parent company of Facebook and Instagram is, for the first time, set to limit the amount of personal information it forces users to share for ad tracking purposes, according to an announcement from European Union authorities.

Users of Meta's social networks inside the bloc are set to gain more control over their data and be shown fewer personalised ads, the European Commission said.