Users still stuck in the mud: An analysis of Meta’s 2026 changes to its consent-for-ads mechanism against EU law

The European Consumer Organisation – BEUC, takes the view that Meta’s latest changes on its ‘consent-for-ads’ model would still not meet the requirements laid down in EU law, especially EU Regulation 2022/1925 (the Digital Markets Act - DMA), EU Regulation 2016/679 (the General Data Protection Regulation - GDPR) and EU Directive 2005/29 (the Unfair Commercial Practices Directive – the UCPD). Several crucial issues remain unsolved, including the ability of users to provide free, specific, informed and unambiguous consent given Meta’s extensive data collection, and the continued use of non-neutral language and interface design techniques which undermine the free choice of users.

BEUC calls on:

• The European Commission, where appropriate, to impose periodic penalty payments on Meta in accordance with Art. 31 of the DMA and urgently bring it into compliance with the law.
• The Consumer Protection Cooperation Network (CPC-Network) to conclude its ongoing coordinated action against Meta which started in 2024 and to ensure that Meta fully complies with the EU consumer law acquis.
• Data protection authorities to continue their investigations into Meta’s data collection practices to ensure they comply with the GDPR and promptly issue a decision.