Meta Platforms is facing the likelihood of new European Union antitrust charges and possible daily fines, after signalling it has no intention of offering further changes to its pay-or-consent advertising model, according to people familiar with the matter.

The European Commission had warned the company last month that it could face daily financial penalties after Meta indicated it would make only limited adjustments to comply with the EU’s landmark Digital Markets Act (DMA). The legislation, in force since 2023, aims to limit the dominance of large technology firms through a series of strict behavioural requirements.

In April, the Commission fined Meta €200 million ($234 million), concluding that the company’s initial implementation of the model—offering users a choice between paying for ad-free services or consenting to personalised ads—violated the DMA from its introduction in November 2023 through November 2024.

Meta revised its approach in late 2024 by reducing the extent of personal data used for targeted advertising. However, these changes triggered further scrutiny. EU regulators raised concerns in June that the modified system still failed to meet the standards of the DMA, particularly around user consent and data protection.

Sources indicate that unless there is a significant shift in Meta’s stance, the Commission is preparing to issue additional charges in the coming weeks. The company could then face daily penalties of up to 5% of its average global turnover, starting from 27 June. The final scale and timing of these measures have not yet been confirmed.

Meta declined to comment directly on the latest developments but referred to previous statements in which it argued that its compliance efforts exceed the requirements of the DMA. The company has also accused the European Commission of unfairly targeting its business model.