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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.

Enlarge / Fortnite on an iPhone... back when that was a thing. (credit: Savusia Konstantin | Getty Images )

Epic Games, maker of Fortnite , is loading up a new map in its ongoing fight against Apple as it files an antitrust complaint against the mobile phone maker in the European Union.

Epic alleges in its complaint that Apple uses its sole control over iOS apps to block competitors and benefit itself at developers' expense in violation of European competition law, the company said today.

"What’s at stake here is the very future of mobile platforms," Epic CEO Tim Sweeney said in a written statement. "We will not stand idly by and allow Apple to use its platform dominance to control what should be a level digital playing field. It’s bad for consumers, who are paying inflated prices due to the complete lack of competition among stores and in-app payment processing. And it’s bad for developers, whose very livelihoods often hinge on Apple’s complete discretion as to who to allow on the iOS platform, and on which terms."

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