Meta will soon allow Facebook and Instagram users in the European Union to choose to share less data and see less personalized ads on the platform, the European Commission announced. The change will begin to roll out in January, according to the regulator.

“This is the first time that such a choice is offered on Meta’s social networks,” the commission said in a statement. “Meta will give users the effective choice between: consenting to share all their data and seeing fully personalised advertising, and opting to share less personal data for an experience with more limited personalised advertising.”

The move from Meta comes after the European Commission had fined the company €200 million over its ad-free subscription plans in the EU, which the regulator deemed “consent or pay.” Meta began offering ad-free subscriptions to EU users in 2023, and later lowered the price of the plans in response to criticism from the commission. Those plans haven’t been very popular, however, with one Meta executive admitting earlier this year that there’s been “very little interest” from users.

In a statement, a Meta spokesperson said that “we acknowledge” the European Commission’s statement. “Personalized ads are vital for Europe’s economy — last year, Meta’s ads were linked to €213 billion in economic activity and supported 1.44 million jobs across the EU.”