EC Accepted Meta and TikTok Commitments on Ads

The European Commission accepted Meta Platforms' commitment to provide users with the ability to reduce the amount of personal data used for targeted advertising on Facebook and Instagram. The decision should resolve issues related to the Digital Markets Act.

Under the plan, Meta will give users a choice between consenting to share all of their data to enable personalised advertising or opting to share less and limit the volume of targeted advertising. The two options will be available to users in the European Union from January 2026. After implementation, the EC will collect feedback and evidence from Meta and other stakeholders to assess the impact and adoption of the new model.

The EC also accepted TikTok's commitment to provide advertising repositories that ensure full transparency around ads on its services, as required by the DSA. TikTok has submitted binding commitments that address all the concerns raised by the Commission in its investigation and preliminary findings from May 2025.

According to accepted commitments, TikTok will provide the full content of the advertisement as it appears in users' feeds, including the URLs in the link provided in the ad, and will update its repository more quickly, ensuring information is available within a maximum of 24 hours. It would also provide the targeting criteria selected by advertisers, along with aggregated user data, enabling researchers to investigate how ads are targeted and delivered, and introduce additional search options and filters, allowing users to find advertisements more easily.