Facebook has introduced a new privacy settings to help protect the account of users in Europe.

This initiative is inline with the company’s effort to comply with rules meant to make it easier for consumers to give and withdraw consent for the use of their data.

Facebook in a statement said, this week, it will seek the consent of European customers to use features like facial recognition and some types of targeted advertising.

The privacy law is an attempt by EU regulators to rein in mostly American tech giants who they blame for avoiding tax, and encroaching on digital privacy rights.

However, European analysts say the new EU rules are the most important change in data privacy regulation as they try to catch up with all the technological advances.

The company is currently facing a class-action lawsuit in the US for deploying the facial recognition technology there without users’ explicit consent.

Report by: Stephanie Horsu