Meta's new ad-choice promise created a measurable question: did users actually share less?

In December 2025, the European Commission announced Meta's undertaking to offer EU users a choice involving less personal data and more limited personalized advertising, with options to be presented in January 2026. The Commission said it would seek evidence of impact and uptake after implementation. Meta's earlier public statement disputed the Commission's approach. The interesting next step is to measure outcomes: how many users saw the choice, selected it and experienced a meaningful reduction in data use? Announcing an option is not the same as demonstrating effective choice.