Meta Confirms AI ‘Off-Switch’ for Facebook, Instagram with Non-Personalized Content Feeds in Europe

Meta will enable users to only view Stories and Reels from only those they follow, arranged from the newest to the oldest.


Meta has announced the introduction of non-personalized content feeds on Facebook and Instagram for European Union users. This decision aligns with the European Digital Services Act (DSA) requirements, which mandates larger platforms to offer users the option to disable AI-driven personalization. The DSA aims to provide users with a non-algorithmic feed, where content is not based on individual tracking but could be displayed chronologically or ranked by local popularity.

Options to View and Discover Content Independent from AI Recommendations

In an official announcement, Nick Clegg, Meta's president of global affairs, stated, “We're now giving our European community the option to view and discover content on Reels, Stories, Search and other parts of and that is not ranked by Meta using these [AI recommender] systems.” He further elaborated that users could choose to view Stories and Reels from only those they follow, arranged from the newest to the oldest. Additionally, search results would be based solely on the entered keywords, devoid of personalization based on past activities and interests.

Enhanced Ads Transparency and Protections

Building upon its existing ads transparency tools, Meta is expanding its Ad Library to display and archive all ads targeting EU residents. This will include the ad's run dates, targeting parameters, and the audience that viewed the ad. These ads will be stored in the public Ad Library for a year.

More Control for Users

Clegg emphasized the company's commitment to providing users with more control over their online experiences. European users will now have the option to view content on various sections of Facebook and Instagram that isn't ranked using Meta's AI systems. This means users can opt for content that is not personalized based on their previous activities and personal interests.

Clegg expressed support for the objectives of the DSA, emphasizing the importance of a harmonized regulatory regime that protects online rights while fostering innovation. He highlighted the need for the DSA to maintain its primacy over existing and upcoming national laws to ensure consistency in tech company accountability and to preserve a unified user experience across Europe.