EU Users Gain More Control Over Data with Meta’s Unlinking Option
Meta is set to introduce a new feature that will allow Facebook and Instagram users in the European Union, the European Economic Area, and Switzerland to unlink their accounts. This move comes as the company prepares to comply with the European Union’s Digital Markets Act (DMA), which is set to be enforced from March 1. Users will soon receive notifications offering them “more choices about how they can use” Meta’s services, including the option to limit data-sharing between the company’s apps and services.
In response to the DMA’s requirements, Meta will enable users to manage their Instagram and Facebook accounts separately, preventing the sharing of information across accounts. This change marks a significant shift from Meta’s previous practice of linking user accounts, which allowed the company to target ads more effectively by leveraging a broader set of user data. The forthcoming changes will also affect other Meta services, including Messenger, Marketplace, and Gaming, where unlinking accounts will result in limited social features within these apps.
The DMA mandates that large online platforms, identified as “gatekeepers,” must offer users the explicit choice to opt-out of personal data sharing across different core services. Without obtaining “specific” consent, these platforms cannot combine personal data from various services for advertising or other purposes. The EU’s stringent approach under the General Data Protection Regulation (GDPR) requires separate consent for each distinct data processing activity, ensuring that users have clear choices regarding their personal information.
Meta has outlined that once users choose to stop sharing data between apps, the company will cease to combine their information across these accounts within 15 days. However, it’s important to note that any data previously combined will remain as such. This development reflects the EU’s ongoing commitment to protecting consumer privacy and limiting the reach of large tech companies in personal data utilization.
Source: Meta relents to EU, allows unlinking of Facebook and Instagram accounts | Ars Technica
