The European Union (EU) has fallen short of its traditionally tight grip on Big Tech data practices. While its most recent spat with Meta has forced the company to change its targeting practices on paper, it is clear that these changes will make little difference to the lives of most consumers who are largely oblivious to the drama. Facebook and Instagram users in the EU are now technically able to opt-out of in-app targeted ads, which track users based on their activity on each of Meta’s social media platforms – data points like the types of videos watched and external links that are clicked. However, the opt-out process is arduous, with users required to enact any changes via a painfully long online form that requests that Meta stop…