Meta Platforms Inc. is under scrutiny from European regulators concerning its ad personalization model, which generated over $160 billion in revenue. Following the EU’s threats of a cease-and-desist order, CEO Mark Zuckerberg has approached the U.S. government for assistance. The controversial 'pay-or-consent' policy, introduced in late 2023, has failed to satisfy regulators who claim it pressures users into consenting to data sharing. Critics argue the system lacks a fair choice, leading to potential fines under the EU’s Digital Markets Act, risking up to 10% of Meta’s global revenue.
Meta's new pay-or-consent system has drawn heavy criticism from EU regulators, arguing it coerces users into giving up their data for targeted ads.
The European Commission's potential cease-and-desist order threatens to halt Meta's major ad personalization model, which generated over $160 billion in revenue in 2024.
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