Meta has offered to get consent from all users in Europe before collecting their data for targeted advertising purposes. The company put forward the proposal in a bid to try and end a year-long dispute with the European Union over the legality of its targeted ad operations. Without this data, Meta won’t be able to build audiences for ads as effectively, making its targeted advertising operation weaker. This means Meta could be required to ask permission to collect data from users in Europe from October. Following lengthy discussions with the commission, during which substantial guidance was offered, Meta proposed updating its consent policy to ensure it adhered to EU laws.