Facebook has killed "Likes" on external websites for a very simple reason: it no longer needs them to monitor us
Meta is discontinuing Facebook's "like" and "comment" buttons on external websites, a move signaling a shift in how the social media giant gathers user data. This change, set to take effect in February 2026, highlights the evolving strategies of digital platforms in the age of advanced data collection. It's a key development in the ongoing evolution of user data privacy and platform dominance. The official explanation cites declining usage of these features. However, the move reflects Meta's changing approach to user data acquisition. Previously, these external buttons acted as a distributed surveillance system, tracking user interactions across the web. This data contributed to the construction of detailed user profiles, which were used for advertising and content recommendations. This change impacts websites that rely on these social plugins for user engagement and traffic. However, Meta now has enough user data from within its own platforms. Artificial intelligence is now more efficient at understanding user preferences, making external tracking less crucial. The focus is now on direct observation and analysis within the platform's own ecosystem. This move could be viewed in the context of increasing European digital sovereignty efforts. It also underscores the power of large platforms like Meta, which can now afford to scale back external data collection, having already amassed substantial user profiles. The implications are significant for data privacy, competition, and the future of the open web.
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