Blab Tech
Meta Expands Use of Off-Site Business Data to Personalize Facebook and Instagram Feeds and AI Responses
Meta Platforms Inc. announced on 12 June 2026 that it will begin using data shared by third‑party businesses to personalize the content users see in Facebook and Instagram feeds, as well as the responses generated by Meta AI. The change, which takes effect in July 2026, does not involve the collection of new information; instead, it expands the use of data that businesses already transmit to Meta through tools such as Facebook Pixel, Facebook Login, and other advertising and analytics services.
Meta’s own statement notes that the company has long used off‑site activity to target advertisements. "We already use this data to make ads more relevant," the company said. "We will now also use it to personalize content in Facebook and Instagram feeds and AI responses." The policy applies to the same set of data that advertisers and partners send to Meta, including browsing history, purchase events, and app usage.
The policy is enabled through the "Activity from other businesses" setting, formerly known as "Activity information from ad partners." Users can access the setting by opening their profile, tapping the menu button, selecting Accounts Center, choosing "Your Information and Permissions," and then selecting "Activity from other businesses." The option "Don’t allow us to use this activity to show you relevant content" can be toggled to prevent Meta from using the data for feed personalization. The setting is rolling out gradually, so it may not appear in all accounts immediately.
Meta also encourages users to review the Off‑Facebook Activity tool, which lists the companies that have shared activity data with Meta. A recent user review found nearly 100 companies linked to a single account, including Starbucks, Peacock, and Walmart. Peacock alone reported almost 400 interactions tied to the user’s account. The list reflects only the data that businesses have chosen to share; it does not represent a comprehensive record of all online activity.
The expansion of data use coincides with Meta’s broader push into generative AI. The Meta AI app, launched in April 2025, has already reached one billion monthly users. According to a separate announcement, starting December 16, 2025, Meta will use interactions with its generative AI tools to personalize both content and advertising across its major apps.
Regulatory context is relevant. In the United Kingdom, the Competition and Markets Authority has limited Meta’s ability to use certain data from competing businesses that advertise on its platforms. Meta’s new policy does not appear to conflict with that restriction, as it applies to data that businesses voluntarily share.
Privacy advocates have expressed concern that expanding the use of off‑site data could increase the amount of personal information available for profiling. Meta maintains that the data is already used for advertising and that no new data will be collected. Users retain control through the settings described above and can also clear their off‑Facebook activity history via the same Accounts Center.
The policy change is part of Meta’s ongoing effort to create a more personalized experience across its ecosystem. By leveraging existing data, the company aims to deliver content that aligns more closely with users’ interests while maintaining the same privacy controls that have been in place for advertising.
Meta has not announced any additional changes to its privacy policy or data‑handling procedures beyond the settings adjustments. The company’s public statements emphasize that the expansion is a technical adjustment rather than a new data‑collection initiative. Users who wish to limit the use of off‑site data can do so through the provided controls, and those who prefer to keep the data available for personalization can leave the setting enabled.
The rollout will continue through the remainder of 2026, with Meta monitoring user engagement and privacy feedback. No regulatory filings or court actions have been reported in connection with this policy change as of the time of writing.
Meta’s own statement notes that the company has long used off‑site activity to target advertisements. "We already use this data to make ads more relevant," the company said. "We will now also use it to personalize content in Facebook and Instagram feeds and AI responses." The policy applies to the same set of data that advertisers and partners send to Meta, including browsing history, purchase events, and app usage.
The policy is enabled through the "Activity from other businesses" setting, formerly known as "Activity information from ad partners." Users can access the setting by opening their profile, tapping the menu button, selecting Accounts Center, choosing "Your Information and Permissions," and then selecting "Activity from other businesses." The option "Don’t allow us to use this activity to show you relevant content" can be toggled to prevent Meta from using the data for feed personalization. The setting is rolling out gradually, so it may not appear in all accounts immediately.
Meta also encourages users to review the Off‑Facebook Activity tool, which lists the companies that have shared activity data with Meta. A recent user review found nearly 100 companies linked to a single account, including Starbucks, Peacock, and Walmart. Peacock alone reported almost 400 interactions tied to the user’s account. The list reflects only the data that businesses have chosen to share; it does not represent a comprehensive record of all online activity.
The expansion of data use coincides with Meta’s broader push into generative AI. The Meta AI app, launched in April 2025, has already reached one billion monthly users. According to a separate announcement, starting December 16, 2025, Meta will use interactions with its generative AI tools to personalize both content and advertising across its major apps.
Regulatory context is relevant. In the United Kingdom, the Competition and Markets Authority has limited Meta’s ability to use certain data from competing businesses that advertise on its platforms. Meta’s new policy does not appear to conflict with that restriction, as it applies to data that businesses voluntarily share.
Privacy advocates have expressed concern that expanding the use of off‑site data could increase the amount of personal information available for profiling. Meta maintains that the data is already used for advertising and that no new data will be collected. Users retain control through the settings described above and can also clear their off‑Facebook activity history via the same Accounts Center.
The policy change is part of Meta’s ongoing effort to create a more personalized experience across its ecosystem. By leveraging existing data, the company aims to deliver content that aligns more closely with users’ interests while maintaining the same privacy controls that have been in place for advertising.
Meta has not announced any additional changes to its privacy policy or data‑handling procedures beyond the settings adjustments. The company’s public statements emphasize that the expansion is a technical adjustment rather than a new data‑collection initiative. Users who wish to limit the use of off‑site data can do so through the provided controls, and those who prefer to keep the data available for personalization can leave the setting enabled.
The rollout will continue through the remainder of 2026, with Meta monitoring user engagement and privacy feedback. No regulatory filings or court actions have been reported in connection with this policy change as of the time of writing.
