Meta’s European Ad Growth Slows as Users Choose Less Personalization

WHO:

Wired - Meta reported the advertising revenue figures.

Wired - European users were able to choose Less-Personalized Ads models.

Techmeme - The European Union introduced the Less Personalized Ads models.

WHAT:

Wired - Meta’s advertising revenue growth in Europe slowed after the Less-Personalized Ads models were introduced.

Techmeme - Meta reported 18% year-over-year advertising revenue growth in Europe in Q3, down from approximately 40% in Q1 and 24% in Q2.

Techmeme - Meta’s European advertising revenue growth lagged growth in the United States and Canada.

WHERE:

Wired - The reported advertising revenue slowdown was in Europe.

Techmeme - The growth comparison included Europe, the United States, and Canada.

Techmeme - The Less Personalized Ads models were introduced by the European Union.

WHY:

Wired - The earnings briefing linked the slowdown in advertising revenue to the introduction of Less-Personalized Ads models, which let Europeans choose less personalization.

Techmeme - The article reported that Meta’s European ad revenue growth slowed after the European Union introduced Less Personalized Ads models.

HOW:

Wired - The information about the slowdown was revealed in an earnings briefing.

Techmeme - The briefing compared year-over-year European ad revenue growth across Q1, Q2, and Q3.

(UPDATED October 22, 2026 12:03 UTC)

Meta says its advertising revenue growth in Europe slowed after the European Union introduced models that let users choose less-personalized ads. In its earnings briefing, the company reported that European ad revenue grew 18% year over year in Q3. That was down from approximately 40% in Q1 and 24% in Q2. The briefing linked the slowdown to the new ad choices, which allow people in Europe to limit how much their ads are tailored to them. Meta’s European growth also lagged its advertising revenue growth in the United States and Canada. The figures show a sharp deceleration over the first three quarters, as the less-personalized options became available. Meta presented the comparison as part of its earnings update, covering growth across Europe, the United States, and Canada.