Meta Platforms plans to offer European users of the virtual social media platforms Instagram and Facebook the opportunity to receive less personalized advertising.

The mentioned technology giant announced the specified intention on Tuesday, November 12th. In this case, Meta, among other things, sought to allay the growing concerns of European regulators. The technology giant separately noted that the implementation of the changes announced on Tuesday is a reaction to the demands of the mentioned regulators.

European Instagram and Facebook users who interact for free with these virtual platforms will be able to choose to see marketing content based on what Meta calls the context starting in the coming weeks. The mentioned wording of the technology giant implies information materials that users of the specified digital platforms see during a particular session.

The specified advertisements will also vary depending on categories such as age, gender, and location. In this case, it means the characteristics that certain user groups correspond to.

The decision of the technology giant announced on Tuesday is due to the fact that European regulators have stepped up efforts to curb the power of companies belonging to the Big Tech category. In this case, among other things, the landmark Digital Markets Act (DMA) is used, which came into force in the current year.

A spokesperson for the European Union stated in a media comment that the new model introduced by Meta has not yet been endorsed and agreed upon by the European Commission.

As we have reported earlier, Meta Tests Experiential Retail to Sell Smart Glasses.