What Is the Digital Markets Act for Meta Ads?

The Digital Markets Act (DMA) is the EU’s law to make digital markets fairer and more contestable, and it sets obligations for large platforms the European Commission calls gatekeepers. For advertisers, the relevant parts are a consent rule for targeted ads and the Commission’s April 2025 decision on Meta. This entry gives what the rule says and what Meta says it does, as checked on 2 Oct 2026. It is not legal advice.

What is the DMA, and who does it cover?

The Commission says gatekeepers are large digital platforms providing core platform services, such as online search engines, app stores and messenger services. It says the DMA entered into force on 1 November 2022 and became applicable on 2 May 2023, and that it complements, but does not change, EU competition rules.

The DMA is not the Digital Services Act. The Commission’s DSA page says the DSA is complemented by the DMA, and that some services are covered by both for different reasons and with different provisions. The DSA entry covers the ad transparency rules.

What does the DMA say that touches advertising?

The Commission’s page gives examples of what gatekeepers must or must not do. Two concern ads:

• Verification. Gatekeepers must give companies advertising on their platform the tools and information needed to carry out their own independent verification of their ads hosted by the gatekeeper.
• Tracking. Gatekeepers must no longer track end users outside the core platform service for targeted advertising without effective consent.

The Commission’s press release adds that gatekeepers must seek users’ consent for combining personal data between services, and that people who do not consent must have access to a less personalised but equivalent alternative. The page does not say what tools Meta provides, so check Meta’s help centre for your account.

What did the Commission decide about Meta?

On 23 April 2025 the Commission found that Meta breached the DMA obligation to give consumers the choice of a service that uses less of their personal data, and fined Meta €200 million.

The release describes the model it assessed: from November 2023 by the release’s dating (Meta’s page says October 2023), EU users of Facebook and Instagram could consent to personal data combination for personalised ads, or pay a monthly subscription for an ad-free service. The Commission found this did not give the required specific choice. It says the decision covers March to November 2024, and that in November 2024 Meta introduced another version of the free personalised ads model, which it was still assessing. For anything later, check the Commission’s DMA page.

What does Meta say it does?

Meta says that, due to evolving regulatory requirements, people in the EU, the EEA and Switzerland can use its products free of charge with ads, or with a subscription for no ads (launched October 2023). It says people who choose free can also choose personalised or less-personalised ads (launched November 2024).

For advertisers, Meta says audience reach and metrics such as CPM and CPA may fluctuate when you target these places, depending on your targeting. It says less-personalised ads use context plus a minimal set of data points, including age, location, gender and how a person engages with ads, and that campaigns needing more personal information may see a smaller estimated audience. Compare your EU results with your other locations. The pay-or-consent entry covers the choices in full.

What differs by place, and what does not?

Differs	What the pages say stays the same
The DMA is EU law, and the Commission’s decision is about EU users	The Commission says EU competition rules continue to apply fully
Meta describes the ad choice for people in the EU, the EEA and Switzerland	Meta says less-personalised ads use a minimal set of data points, including age, location, gender and ad engagement
Meta’s Article 6(12) form is open to qualified businesses in the EU, the EEA or Switzerland	Meta says the Article 6(12) form excludes ads restrictions and ad account issues

FAQ

Does the DMA apply to my business?

The Commission’s page puts the do’s and don’ts on gatekeepers, the large platforms it identifies as gatekeepers, not on advertisers. Whether any rule affects your own ads or data is a legal question. Check the linked pages and ask a qualified adviser.

Did the Commission ban Meta’s ads in the EU?

The press release describes a finding of non-compliance and a fine of €200 million for the period March to November 2024. It does not describe a ban on ads. It also says the Commission was still assessing Meta’s later option. Check the Commission’s page for newer steps.

Could my EU campaign results change?

Meta says advertisers targeting people in the EU, the EEA and Switzerland may see fluctuations in audience reach and in metrics such as CPM and CPA, depending on targeting choices. It gives no figures. Break your results down by location and watch them.