(Reuters) - Meta Platforms ( META ) plans to offer Instagram and Facebook users in Europe the option to receive "less personalized ads," the tech giant announced on Tuesday, in an effort to allay regulators' mounting concerns.

The Menlo Park, California-based company said it is implementing these changes in response to demands from EU regulators.

Over the coming weeks, people in the EU who use the company's social media platforms for free with ads, will be able to choose to see ads based on what Meta calls "context"- content that a user sees during a particular session on the platforms.

These ads will also target users based on age, gender, and location, with some being unskippable for a few seconds.

Meta also plans to reduce the price of ad-free subscriptions by about 40% for European users.

This move comes as European regulators intensify efforts to curb Big Tech's power and level the playing field for smaller firms, including through the landmark Digital Markets Act (DMA) which came into force earlier this year.

The European Union law aims to make it easier for people to move between competing online services like social media platforms, internet browsers and app stores.

Last month, Europe's top court ruled that Meta must restrict the use of personal data harvested from Facebook for targeted advertising, supporting privacy activist Max Schrems.

The European Union did not immediately respond to a Reuters request for comment.

The developments were first reported by the Wall Street Journal.

Earlier in November, Reuters reported that Apple ( AAPL ) is set to be fined by the European Union's antitrust regulators under the bloc's landmark rules aimed at managing Big Tech's influence, making it the first company to be sanctioned.