A particular “business model”
However, when Meta had been confronted on the European market for non-compliance or bypass of the GDPR (General Data Protection Regulations), its leaders had argued that these methods have been practiced since their creation and that the user was informed of the practices of these networks as soon as an account was created. He was offered at this stage to accept the general conditions of use which inform him of the use of his data.
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Subsequently, this data was then used to make targeted advertisements: a major source of tech multinationals. By collecting them and analyzing them, these platforms allow advertisers to precisely target their audience according to different criteria (genre, age, occupation, hobbies, etc.). For information, according to a study carried out by the statistical statistical platform, Facebook draws more than 97.5 % of its advertising income.
Confrontation with the GDPR
Since September 2021, Meta has been inflicted seven fines in the European Union for a total of 1.398 billion euros. These fines mainly aimed at managing personal data, unfair and anti -competitive commercial practices.
This time, by imposing on users a clear choice – subscription or acceptance of data collection – META considers that there will be no doubt about its compliance with European law. Despite everything, many complaints have been raised denounced a bypass of the GDPR. The reason invoked being that asking for money to protect your privacy amounts to paying for a fundamental right guaranteed by European law.
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After this first attempt in 2023, therefore, the European Commission has since decided. On July 1, 2024, she estimated that this approach clearly violates Digital Markets Act (DMA), which requires large platforms to respect the free choice of users. Offer only the “Pay or consent” option would not allow this right to be exercised in a fair way: “The DMA is there to give users the right to decide to use their data“Expressed himself Thierry Breton, European commissioner from 2019 to 2024, on his X account (ex-Twitter).
Meta had until March 2025 to revise her formula, failing which the company was exposed to a fine of up to 10 % of its global turnover.
Today, what has changed?
In July 2025, the “pay or consent” dilemma persists due to the continuous tensions between Meta and the European Commission. At the end of June, the Commission warned Meta, judging its insufficient changes and threatening daily fines of up to 5 % of its turnover, reported the American media CNBC last June. Meta retaliated in early July by fileing an appeal to the European Union court, contesting a fine of 200 million euros. According to internal sources cited by Reuters, Meta would not envisage additional changes, estimating its offer in accordance with European jurisprudence.
How to settle your preferences?
Despite these friction, it is possible to deactivate personalized advertising without paying. To do this, go to your “Espace Account”, select “Advertising Preferences”, then “Advertising Parameters” and finally “Advertising Experience”. Opt for “less personalized advertisements”. This adjustment limits the operation of your data, although it does not completely delete advertising follow -up.