Meta has officially announced the introduction of non-personalized content feeds on Facebook and Instagram within the European Union. This decision comes as the company aims to comply with the upcoming August 25 deadline for the Digital Services Act (DSA), a revamped digital regulatory framework in the EU. Meta’s announcement aligns with a similar decision made by TikTok earlier this month.
The DSA mandates large platforms and search engines—termed Very Large Online Platforms (VLOPs) and Very Large Online Search Engines (VLOSE)—to give users in the EU the option to disable AI-driven "personalization." This feature typically curates content by tracking and profiling individual users. Under the DSA regulations, users on these platforms—19 of which were identified by the EU back in April—will have access to a non-algorithmic feed that does not rely on tracking for content organization.
Instead of personalized sorting, content can now be displayed chronologically (based on post time) or ranked by local popularity (similar to search results). The EU aims to enhance user autonomy and choice while addressing concerns that AI-driven feeds may lead to filter bubbles, addiction, and potential manipulation. In a blog post discussing these changes, Meta's President of Global Affairs, Nick Clegg, framed the non-personalized feed as an additional option for users to “view and discover” content:
"We are now providing our European community with the option to explore content on Reels, Stories, Search, and other areas of Facebook and Instagram without relying on AI ranking systems. For instance, users can choose to see Stories and Reels only from people they follow, organized in chronological order, from the most recent to the oldest. Additionally, Search results will be based solely on the entered keywords, rather than personalized suggestions influenced by past activity and interests."
While Meta has not specified the exact launch date for this feature, the compliance deadline for VLOPs is imminent. Non-compliance can result in substantial penalties, which may reach up to 6% of a company's global annual revenue.
The fact that major social media platforms like Meta and TikTok are offering users less "sticky" options reflects a significant shift driven by the pioneering regulations of the DSA. However, it’s important to note that Clegg’s blog indicates this non-algorithmic option pertains only to the "European community," leaving U.S. users without similar control over content personalization.
We have also sought clarification from Meta regarding the inclusion of the U.K., which is no longer part of the EU post-Brexit, in the non-personalized content option. Currently, Facebook users in the U.K. cannot opt out of ad tracking—contrarily, Meta has indicated plans to seek consent for ad tracking from EU users in line with the bloc's data protection regulations. This disparity could create a growing privacy rights gap between U.K. users and those in the EU.
The question remains: how long can Meta maintain a scenario where users in significant markets like the U.S. and U.K. experience less autonomy compared to their EU counterparts? The tech giant appears keen to encourage EU users to keep the AI personalization feature enabled by enhancing transparency measures and presenting what it describes as "unprecedented insight" into how its AI systems curate content.
Clegg's blog outlines that non-algorithmic feeds will only apply to EU users, emphasizing that the transparency improvements relate specifically to VLOPs and VLOSE, which are required to detail the workings of their AI systems, including key parameters and user options for modification. Meta hopes to foster a scenario where users “customize” their algorithmic recommendations instead of opting out entirely, thereby retaining content engagement.
Another significant DSA-driven change mentioned in the blog pertains to increased ad transparency. Meta, which has a history of controversy around ad targeting—exemplified by the Cambridge Analytica scandal—is now required to provide even more clarity as mandated by the EU law. The expanded Ad Library will feature records of all ads targeting users in the EU, detailing ad run dates, targeting parameters (such as age, gender, and location), and identifying who was served each ad. These ads will be retained in the Ad Library for one year.
Additional features on the horizon as the DSA compliance deadline approaches include enhanced tools for researchers to analyze content on Meta’s platforms—a crucial area regulated by the DSA.
"We're also introducing two new tools for researchers—the Meta Content Library and an API," Clegg states. “The library consists of publicly available content from Pages, Posts, Groups, and Events on Facebook, as well as content from creator and business accounts on Instagram. Researchers will have the ability to search and filter through this content through a user-friendly interface or programmatically via the API. This will offer the most comprehensive access to publicly available content on Facebook and Instagram to date."
Historically, Meta has not provided this level of access to external researchers, which has led many to accuse tech companies of impeding research efforts aimed at assessing their societal impacts. This scenario highlights how true transparency on digital platforms can necessitate persistent regulatory measures.
Other compliance actions mentioned include updates to reporting tools for illegal content, a cornerstone of the DSA. Clegg reveals that Meta has deployed over 1,000 team members dedicated to adhering to the DSA’s regulations. “Since the DSA came into effect last November, we've been diligently working to meet these new requirements and adapt our existing safety and integrity systems accordingly. We’ve assembled one of the largest cross-functional teams in our history to address DSA obligations,” he explains. "This includes measures to improve transparency regarding how our systems operate and to enhance customization options on Facebook and Instagram."
The DSA also imposes restrictions on VLOPs regarding targeted advertisements based on individual profiling and prohibits the use of minors' data for ad targeting. Clegg briefly addresses ad targeting changes, noting that Meta has ceased targeting teens aged 13-17 based on their activity on apps. "Only age and location can now be factored in by advertisers for showing ads to teens," he adds.
However, because age and location can fall under personal data definitions within EU law, it remains uncertain whether Meta’s interpretation of the DSA's guidelines will be deemed compliant. The company previously claimed to have stopped the usage of sensitive personal data (such as political views, religion, and sexual orientation) for ad targeting. However, ongoing issues with the use of proxy methods for sensitive categories—such as previous findings allowing "ethnic affinity" targeting—raise questions about the authenticity of Meta's compliance efforts.
Even Meta's cookie consent pop-up, visible on its Transparency Center, raises compliance concerns due to its lack of a clear option for users to refuse tracking for content personalization and other non-essential uses. This indicates that Meta's dedicated compliance team has further work ahead.
The significant challenges Meta faces in adhering to the expanded EU digital regulations—including the DSA and its counterpart, the Digital Markets Act—helps explain delays in rolling out services like Threads in the region.
Upcoming changes from TikTok in Europe include a 'For You' feed without the TikTok algorithm.
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