Meta Platforms Inc. is rolling back ad targeting for European users in a bid to address European Union concerns over the company’s subscription model.

Personalised advertising boosts revenue for companies, Meta said in a press release. It referenced an in-house study showing that Apple’s App Tracking Transparency requirement mandates that iOS apps must ask users for permission to share their data-led companies to increase prices by at least 3.4% as their ads became less effective.

Data from all of a user's previous time spent on Facebook or Instagram, which is typically combined to precisely target an individual with tailored ads, won't be used.