Late 2025 saw another major development in privacy legislation enforcement. Under the Digital Markets Act (DMA), the Meta Platforms has agreed to give EU users an explicit choice between fully personalized advertising and a less intrusive, limited-data alternative — a landmark shift in how digital advertising can operate under privacy regulations. 

The change comes after repeated pressure and fines from regulators, aiming to ensure users have meaningful control over how their data is used. For many consumers, the update is a win for transparency and digital rights. For advertisers, it introduces uncertainty — since effectiveness of ads may fall if users opt out of personalization. For platforms, it requires reworking ad systems and data-handling pipelines to comply with new consent mechanisms and transparency requirements.

The move marks a broader trend: regulators are increasingly emphasizing user consent and data ownership in the digital age. As AI-driven personalization, recommendation systems, and ad-targeting become more pervasive, lawmakers are pushing for stronger protections — not just around what data can be collected, but how it’s used and how much control the user retains. This may shape the next generation of digital services, nudging them toward greater privacy, transparency, and user autonomy.