- Meta will now use data from other businesses to personalize user feeds and AI chatbot responses, expanding beyond targeted ads.
- The company asserts it is not collecting new data and is streamlining user controls for managing how this information is used.
- Users can opt out; if they do, content will be based on their activity on Meta‘s own platforms instead.
- The policy change is scheduled to take effect in the U.S. and several other countries starting in July 2026.
On June 9, 2026, Meta announced a significant expansion of its data-use policy, stating it will leverage information shared by other businesses to personalize user feeds and AI chatbot responses.
“We already use this data – like games you play or purchases you make on other websites – to make the ads you see more relevant”, the company said. Consequently, this same information will now shape non-ad content, such as Reels about recent purchases.
However, Meta emphasized it is not collecting any new data as part of this update. The company stated users remain in control, getting to decide how their information is used for personalization.
To that end, it is streamlining controls by expanding the “Activity from other businesses” setting. This replaces the older “Activity information from ad partners” option, while the “Your activity off Meta technologies” setting will be discontinued.
“If you allow us to use this data to show you personalized content, the ads and other content you see will be more relevant”, Meta explained. For example, a recent online tent purchase could result in more camping-related Reels.
If users do not allow it, the content shown will be based on other activity on its platforms. It is worth noting that businesses can also share customer lists with Meta, such as email subscribers, for targeted ads.
This new option allows users to manage data usage for both ads and non-ad content. The change is expected to go into effect in the U.S. and several other countries starting next month.
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