This week, Meta officially launched in-app advertising for WhatsApp users globally, introducing ads for the first time within the messaging platform. However, there’s a significant update for European Union users: the rollout won’t be occurring there just yet.
Europe’s Privacy Protections Prevail Once More
According to comments made to reporters today (via Politico), Ireland’s Data Protection Commission (DPC) revealed that WhatsApp has notified them that the new advertising model will not be implemented in the EU until at least next year.
Des Hogan, Ireland’s Data Protection Commissioner, stated:
“The new product will not be launching in the EU market until 2026. WhatsApp has informed us, and we will be meeting with them to discuss further details.”
This delay follows Meta’s announcement that ads are set to appear globally within the WhatsApp “Updates” tab, specifically in Status posts (similar to Instagram Stories) and the Channels section.
As noted previously, Meta claims that the new ad system aims to be as “privacy-focused” as possible, although it does utilize personal data such as your location, language, and interactions with Channels and advertisements. Additionally, users with linked Meta Accounts will also see targeted ads based on preferences from Instagram and Facebook.
Unsurprisingly, this cross-platform data-sharing aspect raised immediate concerns from European privacy advocates and regulators.
The DPC will now initiate discussions with WhatsApp, and with other EU data protection authorities, to review the planned advertising model in more detail before it can proceed in the region.
“We’re still in the early stages,” commented Dale Sunderland, another commissioner at the DPC. “We’ll engage with them as we do with any new feature or issue they present… At this point, it’s premature to determine what, if any, will be the red line issues.”
A Risky Move at a Pivotal Moment
It’s also important to highlight that Meta is currently involved in an antitrust lawsuit in the US, which could potentially force the company to divest its acquisitions of Instagram and WhatsApp.
During the trial, Meta called only eight witnesses, a maneuver many perceived as indicative of the company’s confidence in winning the case. The rollout of an ad feature that further integrates its platforms may serve as an indication that Meta anticipates a favorable outcome.
Additionally, Meta consistently argues that any regulatory actions impacting its cross-platform integration and advertising business would negatively affect small businesses that depend on advertising. However, from another perspective, that same level of integration could be viewed as justifying the need to separate the company entirely.
A ruling is expected soon, as closing arguments concluded a few weeks ago, and Judge James E. Boasberg has indicated that he intends to issue a decision “expeditiously.”
