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Meta to Offer Less Personalized Ads in Europe to Appease Regulators

Meta to Offer Less Personalized Ads in Europe to Appease Regulators
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Meta to Offer Less Personalized Ads in Europe to Appease Regulators

Meta to Offer Less Personalized Ads in Europe to Appease Regulators

Meta Platforms plans to offer Instagram and Facebook users in Europe the option to receive "less personalized ads," the tech giant announced on Tuesday, in an effort to allay regulators' mounting concerns.

The Menlo Park, California-based company said it is implementing these changes in response to demands from EU regulators.

Over the coming weeks, people in the EU who use the company's social media platforms for free with ads, will be able to choose to see ads based on what Meta calls "context"- content that a user sees during a particular session on the platforms.

According to Reuters, these ads will also target users based on age, gender, and location, with some being unskippable for a few seconds.

Meta also plans to reduce the price of ad-free subscriptions by about 40% for European users.

This move comes as European regulators intensify efforts to curb Big Tech's power and level the playing field for smaller firms, including through the landmark Digital Markets Act (DMA) which came into force earlier this year.

The European Union law aims to make it easier for people to move between competing online services like social media platforms, internet browsers and app stores.

Last month, Europe's top court ruled that Meta must restrict the use of personal data harvested from Facebook for targeted advertising, supporting privacy activist Max Schrems.

The European Union did not immediately respond to a Reuters request for comment.

The developments were first reported by the Wall Street Journal.

Earlier in November, Reuters reported that Apple is set to be fined by the European Union's antitrust regulators under the bloc's landmark rules aimed at managing Big Tech's influence, making it the first company to be sanctioned.

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A Social Media Ban for Under-16s Passes the Australian Senate and Will Soon be a World-first Law

A teenager uses his mobile phone to access social media, Sydney, Wednesday, Nov. 13, 2024. (Dean Lewins/AAP Image VIA AP)
A teenager uses his mobile phone to access social media, Sydney, Wednesday, Nov. 13, 2024. (Dean Lewins/AAP Image VIA AP)
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A Social Media Ban for Under-16s Passes the Australian Senate and Will Soon be a World-first Law

A teenager uses his mobile phone to access social media, Sydney, Wednesday, Nov. 13, 2024. (Dean Lewins/AAP Image VIA AP)
A teenager uses his mobile phone to access social media, Sydney, Wednesday, Nov. 13, 2024. (Dean Lewins/AAP Image VIA AP)

A social media ban for children under 16 passed the Australian Senate Thursday and will soon become a world-first law.

The law will make platforms including TikTok, Facebook, Snapchat, Reddit, X and Instagram liable for fines of up to 50 million Australian dollars ($33 million) for systemic failures to prevent children younger than 16 from holding accounts, The AP reported.

The Senate passed the bill 34 votes to 19. The House of Representatives on Wednesday overwhelmingly approved the legislation 102 votes to 13.

The House has yet to endorse opposition amendments made in the Senate. But that is a formality since the government has already agreed they will pass.

The platforms will have one year to work out how they could implement the ban before penalties are enforced.

The amendments bolster privacy protections. Platforms would not be allowed to compel users to provide government-issued identity documents including passports or driver’s licenses, nor could they demand digital identification through a government system.

The House is scheduled to pass the amendments on Friday. Critics of the legislation fear that banning young children from social media will impact the privacy of users who must establish they are older than 16.

While the major parties support the ban, many child welfare and mental health advocates are concerned about unintended consequences.

Sen. David Shoebridge, from the minority Greens party, said mental health experts agreed that the ban could dangerously isolate many children who used social media to find support.

“This policy will hurt vulnerable young people the most, especially in regional communities and especially the LGBTQI community, by cutting them off,” Shoebridge told the Senate.

Opposition Sen. Maria Kovacic said the bill was not radical but necessary.

“The core focus of this legislation is simple: It demands that social media companies take reasonable steps to identify and remove underage users from their platforms,” Kovacic told the Senate.

“This is a responsibility these companies should have been fulfilling long ago, but for too long they have shirked these responsibilities in favor of profit,” she added.

Online safety campaigner Sonya Ryan, whose 15-year-old daughter Carly was murdered by a 50-year-old pedophile who pretended to be a teenager online, described the Senate vote as a “monumental moment in protecting our children from horrendous harms online.”

“It’s too late for my daughter, Carly, and the many other children who have suffered terribly and those who have lost their lives in Australia, but let us stand together on their behalf and embrace this together,” she told the AP in an email.

Wayne Holdsworth, whose teenage son Mac took his own life after falling victim to an online sextortion scam, had advocated for the age restriction and took pride in its passage.

“I have always been a proud Australian, but for me subsequent to today’s Senate decision, I am bursting with pride,” Holdsworth told the AP in an email.