Meta, the parent company of Facebook and Instagram, has confirmed its plans to introduce non-personalised content feeds on its platforms for users in the European Union (EU) ahead of the impending deadline of August 25. This move is in line with the Digital Services Act (DSA), a revamped set of digital regulations enforced by the EU. The announcement from Meta comes shortly after a similar declaration from TikTok earlier this month. The DSA mandates that major platforms and search engines, referred to as Very Large Online Platforms (VLOPs) and Very Large Online Search Engines (VLOSE), provide EU users with the option to disable AI-driven personalisation. This feature tailors content based on users' tracking and profiling data.
As per the DSA guidelines, the 19 larger platforms designated by the EU in April are required to offer users an alternative to algorithmic feeds. These non-algorithmic feeds could be organised chronologically, based on post timing, or ranked by local popularity, aiming to counteract the potential negative effects of AI-driven feeds on user autonomy and choice.
Meta's President of Global Affairs, Nick Clegg, discussed these changes in a blog post that highlighted the company's efforts towards DSA compliance. Notably, Clegg focused on the introduction of non-personalised feeds as a new avenue for users to explore and engage with content.
The specific launch date for Meta's AI switch-off feature remains uncertain. However, given the looming DSA deadline for VLOPs, it is expected to be made available in the very near future. Failure to comply with the EU regulation could result in penalties of up to 6 per cent of a company's global annual turnover.
This development represents a significant milestone, as social media giants like Meta and TikTok, which rely on ad-based revenue models tied to user engagement, are voluntarily offering options that diverge from their traditional algorithms. This shift aligns with the pioneering efforts of the EU's comprehensive digital regulation strategy.
Clegg's blog post noted that non-algorithmic feeds will be accessible to Meta's "European community," implying that users in the United States will not have this feature. It remains to be confirmed whether the United Kingdom, which is no longer an EU member due to Brexit, will also be excluded from this content personalisation option.
The contrast between Meta's approach in different markets, such as the US and EU, raises questions about the company's long-term strategy. The company seems to be attempting to encourage EU users to retain AI-driven feeds by emphasising transparency measures and providing insights into content ranking algorithms.
Additional changes in line with DSA compliance include enhanced transparency in advertising practices and new tools for researchers to study platform content. These efforts underline the extent of Meta's commitment to meeting the requirements of the EU's digital regulations.
With over 1,000 employees dedicated to ensuring compliance with the DSA, Meta is actively adapting its systems and processes to align with the regulations. This includes measures to enhance transparency, offer user customisation options, and establish an independent compliance function.
The DSA also imposes constraints on ad targeting based on individual profiling and the use of sensitive personal data, with a particular focus on protecting minors. While Clegg's blog post touches on these aspects, it raises questions about whether Meta's interpretations of the regulations will align with EU standards.
The comprehensive nature of the EU's digital rulebook, which encompasses both the DSA and the Digital Markets Act, reflects the significant challenges Meta faces in achieving compliance. This complexity may contribute to the delay in launching certain features, such as the Threads application, in the EU region.