BRUSSELS — Meta has formally committed to offering EU users a new “third alternative” for advertising on Facebook and Instagram, as it seeks to resolve a high-stakes investigation under the Digital Markets Act.

The European Commission announced on Monday that, following a dialogue, the Facebook parent would introduce a “hybrid approach” whereby users can opt for a free service driven by less personalized data.

This new model is intended to break the binary choice currently facing users: either consent to full tracking or pay for a subscription.

“This is very positive news for consumers in the EU,” said Commission spokesperson Thomas Regnier, noting that the new option — described as a gray zone between full consent and a paywall — is slated for rollout in January 2026.

A Meta spokesperson acknowledged the Commission’s statement while defending the economic importance of its data practices. “Personalized ads are vital for Europe’s economy,” the spokesperson said.

The main EU consumer lobby group gave a guarded welcome.

“We will be very closely analysing what Meta puts out in January, given that it has failed since November 2023 to provide consumers with a fair choice on ads that complies with the law,” said Agustín Reyna, director-general of the European Consumer Organisation (BEUC).

The Commission has been in discussions with Meta ever since it issued the U.S. firm with a €200 million fine in April for non-compliance with the Digital Markets Act, which regulates large online platforms.

The Commission will now watch closely to monitor the changes, said Regnier, adding that the case is not yet closed.

This story has been updated.