# Meta’s Ad Sales Are Suffering Now That Europeans Can Pick Less Personalization

- URL: https://talkfuse.com/story/metas-ad-sales-are-suffering-now-that-europeans-can-pick-less-personalization/
- Published: 2026-10-22T10:43:13+00:00
- Updated: 2026-10-22T11:24:36+00:00
- Original publisher: Wired
- Original article: https://www.wired.com/story/metas-ad-sales-suffering-now-europeans-can-pick-less-personalization/
- Topics: Business, Companies, Europe, World

## Key points

- Meta’s European ad growth slowed to 18 per cent.
- Less personalised ads may be contributing to the slowdown.
- Meta sees AI as a way to improve ad performance.

## Summary

Meta’s advertising revenue growth in Europe slowed to 18 per cent in the three months to September, well below growth in the US and Canada. The figures matter because the slowdown followed the introduction of a less personalised ad option for EU users, which uses less personal data and may reduce the effectiveness of ads.

Meta has not directly attributed the deceleration to the new option, but its finance chief previously described it as a possible headwind, and an analyst said it was contributing to the slowdown. Meta says the option uses 90 per cent less data than personalised ads; the company was fined €200 million after EU regulators ruled its earlier choices did not meet Digital Markets Act requirements. Meta says it is working to improve ad performance and sees commercial potential in users’ product-related queries to its AI assistant, Muse.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.