WhatsApp ads delayed in EU until 2026
NOYB accuses Meta of bypassing EU user consent rules.
Meta plans to introduce ads on WhatsApp globally, starting with the Updates tab, where users can subscribe to channels and receive promoted content.
However, the Irish Data Protection Commission has confirmed that the rollout will be delayed across the EU until 2026.
Concerns were raised over using personal data from WhatsApp, Facebook, Instagram and Messenger to tailor these ads. Meta stated it would use limited location and behavioural data, but critics argue this still undermines GDPR compliance.
Privacy group NOYB strongly criticised Meta’s approach, calling it a direct violation of the EU privacy laws and user consent standards.
Its chairperson, Max Schrems, warned that linking user data without apparent opt-in breaches the law and undermines trust.
The EU regulators are expected to closely examine Meta’s proposed ad model, especially given past findings that its ‘pay or consent’ system contravened the Digital Markets Act.
Meta has since lowered its ad-free subscription costs but remains committed to personalised advertising globally.
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