Meta has replaced the traditional Off-Facebook Activity feature and introduced a new control option called Activity from Other Businesses, which broadens its approach to using off-platform data from third-party apps and websites.
The new feature is a significant change in how Meta uses data gathered from off-platform environments. Before the update, the corporation used this type of data exclusively for advertising purposes. In the future, the same data will be responsible for content suggestions, Reels, Feed sorting, and AI-generated responses.
To clarify the new update, Meta explained, “The setting to disconnect your off-Meta activity is going away. You can use the updated Activity from other businesses setting to choose if we use your activity from other apps, websites, or offline interactions, such as in-store purchases, to show you relevant ads and other content.”
As part of the update, Meta has removed the "Your activity off Meta technologies" option and consolidated controls under "Activity from other businesses".
You can still decide whether Meta uses off-platform activity to personalize ads, feeds and AI responses. If users disable the setting, Meta says it will stop using that information for personalized experiences. However, the tech giant noted that businesses may continue sharing activity data with Meta for measurement and other purposes.
The policy change faced backlash from privacy advocates. Critics argue that the updated version makes the platform less transparent. Critics argue that data from external activity is now being used for content recommendations, AI interactions, and advertising.
Meta claims that the redesigned policy aims to make the privacy settings easier for users to understand without increasing the amount of data collected. According to the corporation, the purpose is to provide more personalized content while keeping control of personal information in users' hands.
The new update will be introduced in the US and some other markets first. However, EU countries and the UK will not receive the change in the first stage for their strict privacy laws.
Also read: Rumored SpaceX AI Device Sparks Industry Debate Despite Musk's Denial