Meta is set to recommence training its artificial intelligence (AI) models using public data from adult users across its platforms in the European Union. This decision comes after a pause of nearly a year, prompted by data protection concerns raised by regulators in Ireland. The company asserts that this training is essential for enhancing the capabilities of its generative AI models, enabling them to better understand and reflect the diverse cultures, languages, and histories of European users.

The data utilized for this training will encompass users' posts, comments, and interactions with Meta AI on platforms like Facebook, Instagram, WhatsApp, and Messenger. However, Meta has clarified that private messages between friends and family, as well as data from accounts of individuals under 18, will be excluded from this process.

Starting this week, users within the EU will receive notifications via in-app messages and email. These notifications will provide detailed information regarding the types of data Meta intends to use, and the reasons why it is crucial for improving AI and the overall user experience. Crucially, these notifications will include a direct link to an opt-out form, allowing users to object to the collection of their public data for AI training purposes. Meta has committed to honoring all previously submitted objection forms, alongside any new submissions.

This development follows the European Data Protection Board's (EDPB) approval of the rollout, signifying that Meta's practices align with the stringent data protection laws within the bloc. In March 2025, Meta launched Meta AI in the EU, integrating it across its digital platforms. Meta has also stated they are following similar practices to other companies such as Google and OpenAI, who utilize European user data to train and fine-tune their models.

However, privacy concerns remain. Critics, such as the privacy advocacy group None of Your Business (NOYB), argue that Meta's opt-out policy constitutes "malicious consent trickery" and violates the EU's General Data Protection Regulation (GDPR). NOYB contends that the opt-out mechanism is deliberately obscured, placing an undue burden on users to protect their data.

Meta maintains that its approach complies with European laws and regulations. The company emphasizes transparency and user control, highlighting that users can object to their data being used for training purposes at any time. Meta also underscores that it does not use private messages or data from users under 18 for AI training.

The company believes it has a responsibility to build AI that is specifically tailored for Europeans. This necessitates training AI models on diverse data to enable them to comprehend the unique nuances and complexities of European communities, including dialects, colloquialisms, and cultural references. Meta contends that without incorporating local information, it would only be able to offer a second-rate experience to its users in Europe.

Despite Meta's assurances, legal challenges are anticipated, primarily focusing on the opt-out nature of the data collection. The balance between AI innovation and GDPR compliance remains a key issue, particularly within the highly regulated digital landscape of the EU. It is expected that privacy advocates will continue to scrutinize Meta's practices to ensure that user rights are adequately protected.