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Meta announced that starting next Wednesday, some Facebook and Instagram users in the European Union will for the first time be able to opt out of sharing first-party data used to serve highly personalized ads, The Wall Street Journal reported . The move marks a big change from Meta's current business model, where every video and piece of content clicked on its platforms provides a data point for its online advertisers.

People “familiar with the matter” told the Journal that Facebook and Instagram users will soon be able to access a form that can be submitted to Meta to object to sweeping data collection. If those requests are approved, those users will only allow Meta to target ads based on broader categories of data collection, like age range or general location.

This is different from efforts by other major tech companies like Apple and Google, which prompt users to opt in or out of highly personalized ads with the click of a button. Instead, Meta will review objection forms to evaluate reasons provided by individual users to end such data collection before it will approve any opt-outs. It's unclear what cause Meta may have to deny requests.