Meta delays ad rollout for EU until 2026 after privacy regulators raise concerns

WhatsApp will not launch its controversial advertising model in the EU until 2026, following warnings from privacy regulators. The messaging giant, owned by Meta, announced earlier this week that it would introduce targeted ads and a subscription model within its “Updates” tab. But after an alarm from privacy authorities across Europe, the company has confirmed that EU users won’t be affected until next year.

Meta announced the global rollout of the new advertising features on Monday, sparking concerns about how it would use data from Facebook and Instagram accounts — especially when combined with WhatsApp. The company stated that the advertising model would include “ad preferences and info” from across platforms, prompting fears about surveillance and privacy violations.

Speaking to reporters on Thursday, Irish Data Protection Commissioner Des Hogan revealed that WhatsApp had assured the regulator that EU users wouldn’t be exposed to ads until 2026. “That new product won’t be launching in the EU market until 2026. We have been informed by WhatsApp and we will be meeting with them to discuss any issues further,” said Hogan. The Irish watchdog is responsible for enforcing the General Data Protection Regulation (GDPR) across the EU and has made it clear that it will scrutinise the proposal closely.

Hogan added that the advertising model would also be discussed with other data protection authorities across Europe, ensuring that any privacy concerns would be addressed collectively. “We’ll be reflecting any concerns we have as European regulators,” he said.

A WhatsApp spokesperson confirmed the delay, explaining that the new advertising model was a “global update” but would be introduced gradually across markets. The company reiterated that its new features had been built “in the most privacy‑oriented way possible,” and that data would only be shared between platforms if the user had explicitly opted in.

The move comes after a turbulent period for Meta in its dealings with EU privacy authorities. Earlier this year, the company was forced to halt the rollout of its flagship AI features across Europe due to concerns raised by the Irish regulator. The latest news suggests that both parties are approaching the advertising model with caution, mindful of the EU’s strict privacy laws and growing scrutiny.

Irish Commissioner Dale Sunderland said that although early discussions about WhatsApp’s ad model had taken place, it was too soon to draw any conclusions. “We’re still early days, we’ll engage as we do with every other new feature, new issue that they bring to us… and at this stage, it’s too early to say what, if any, will be any red line issues,” he said.

While WhatsApp’s advertising model is set to launch globally, its delayed entry into the EU marks another chapter in the long‑running tension between big tech and Europe’s privacy authorities. The EU has positioned itself as a global champion of digital privacy, making it a challenging market for Silicon Valley firms looking to monetise services through targeted advertising.

For now, EU users can breathe a sigh of relief. WhatsApp’s ad‑based features may be coming, but thanks to the ongoing vigilance of privacy regulators, Europeans won’t be seeing targeted ads in their messages until 2026. The debate over how far platforms can go in leveraging personal data, and at what cost to privacy, is far from over.