WhatsApp ad rollout in EU slower than global pace amid privacy scrutiny
NOYB accuses Meta of bypassing EU user consent rules.
Meta is gradually rolling out advertising features on WhatsApp globally, starting with the Updates tab, where users follow channels and may see sponsored content.
Although the global rollout remains on track, the Irish Data Protection Commission has indicated that a full rollout across the EU will not occur before 2026. However, this delay reflects ongoing regulatory scrutiny, particularly over privacy compliance.
Concerns have emerged regarding how user data from Meta platforms like Facebook, Instagram, and Messenger might be used to target ads on WhatsApp.
Privacy group NOYB had previously voiced criticism about such cross-platform data use. However, Meta clarified that these concerns are not directly applicable to the current WhatsApp ad model.
According to Meta, integrating WhatsApp with the Meta Account Center—which allows cross-app ad personalization, is optional and off by default.
If users do not link their WhatsApp accounts, only limited data sourced from WhatsApp (such as city, language, followed channels, and ad interactions) will be used for ad targeting in the Updates tab.
Meta maintains that this approach aligns with EU privacy rules. Nonetheless, regulators are expected to carefully assess Meta’s implementation, especially in light of recent judgments against the company’s ‘pay or consent’ model under the Digital Markets Act.
Meta recently reduced the cost of its ad-free subscriptions in the EU, signalling a willingness to adapt—but the company continues to prioritize personalized advertising globally as part of its long-term strategy.
