Instagram tracks user data for ads under new rules

Meta has announced a significant update to its data collection policy, altering the way the company utilises off-platform activity harvested from third-party websites and applications. The adjustment expands the role of tracking mechanisms like Meta Pixel, which monitors external user activities such as viewing products and adding items to digital shopping carts. While the social media conglomerate previously used this information exclusively to display relevant advertisements, the new framework integrates this data directly into core platform features.

The News International reported that the policy shift will broaden how Instagram tracks user data for ads, expanding its application to algorithmic content curation. In an official blog post published in June 2026, Meta stated that it would start using this data to personalise other parts of the user experience, including the specific content visible in main Feeds and within artificial intelligence responses. The company scheduled the deployment of this systemic tracking update to take effect in the United States and several other countries in July 2026.

Despite the expanded scope of data utilisation, users retain the capability to opt out of data-driven personalisation through their application settings. Choosing to restrict this off-platform tracking prevents the organisation from tailoring advertisements, feed content, or artificial intelligence interactions based on external web history. However, activating these internal restrictions does not stop underlying web data from being shared with Meta by third-party corporate entities.

Individuals can manage their privacy preferences directly within the mobile application by navigating to their profile icon and accessing the settings menu. Users must open the Accounts Centre, locate the information and permissions tab, and select the option for activity from other businesses. Deactivating the feature requires confirming a command that prevents the platform from using external tracking activity to display relevant content. The adjustments apply automatically to any linked Facebook profiles managed under the same centralised Accounts Centre.