Users still stuck in the mud: An analysis of Meta’s 2026 changes to its consent-for-ads mechanism against EU law

**Meta's "Consent-for-Ads" Model Under Scrutiny Amidst EU Regulatory Push** Consumer advocacy group BEUC has issued a strong critique of Meta's proposed changes to its "consent-for-ads" mechanism, asserting that the adjustments still fall short of EU legal requirements. These regulations include the Digital Markets Act (DMA), the General Data Protection Regulation (GDPR), and the Unfair Commercial Practices Directive (UCPD), all of which aim to protect user rights and ensure fair competition in the digital space. BEUC argues that Meta's approach continues to undermine free and informed user consent through extensive data collection and the use of manipulative language and interface design. The core of BEUC's concern lies in Meta's alleged failure to secure truly free, specific, and unambiguous consent from users for data processing, a cornerstone of GDPR. Furthermore, the organization highlights the persistent use of non-neutral language and interface design techniques that subtly guide users towards specific choices, thereby compromising their ability to make an independent decision. These practices, according to BEUC, are in direct conflict with consumer protection laws designed to prevent deceptive commercial practices. BEUC is urging relevant EU authorities to take decisive action. Specifically, they call upon the European Commission to impose penalties on Meta under the DMA and compel immediate compliance with the law. The Consumer Protection Cooperation Network (CPC-Network) is also encouraged to finalize its ongoing coordinated action against Meta, ensuring full adherence to EU consumer law. Data protection authorities are also tasked with continuing their investigations into Meta's data handling practices to uphold GDPR standards.