Meta is once again on the target of the European Commission. This time, it is about insufficient compliance with the EU’s Digital Markets Act (DMA), which is designed to limit the dominance of the largest technology companies. All indications are that the Facebook owner does not intend to further change its data consent model, which could result in further penalties – this time in the form of daily fines.
The dispute relates to the ‘pay or opt-in’ model introduced by Meta, i.e. the option to choose between free access to services with personalised ads and a paid version without targeting. Although Meta made some adjustments in November 2024, limiting the scope of the data processed, this is not enough for Brussels. The Commission already signalled in June that the current changes would not be sufficient for full DMA compliance.
Meta has already been fined €200 million for previous violations, and according to Reuters sources, the new penalties could be much more severe – including daily sanctions of up to 5% of the company’s global daily turnover. Potential fines could therefore run into the hundreds of millions of dollars per month.
For Meta, the European market is not only a source of advertising revenue, but also a test of privacy policies that can set the standard on other continents. The company argues that its current solutions give users more options than the DMA requires, and it does not intend to make further changes without new legal guidelines.
But the impasse with Brussels raises questions not only about the future of the Met’s advertising model, but also about how aggressively the Commission will enforce the DMA against other technology ‘gatekeepers’. It also sends a message to smaller market players – EU regulation is not just a statement, but a real tool to limit Big Tech’s influence.
For now, investors are reacting nervously – Meta shares fell by nearly 2% after the news was published. It remains to be seen in the coming weeks whether the Commission will opt for the maximum penalty or seek a compromise. One thing is certain: the DMA is ceasing to be a theory and is becoming a tool of real pressure.
