From 28 October 2026, Meta will switch on product browsing by default in existing ads, according to a notice sent to advertisers. If you do not want your ads to change, you need to opt out before that date.
What has Meta announced?
According to a notice to advertisers, reported by PPC Land, Relevant Audience and Falia, ”Starting October 28, 2026, we’ll add product browsing to your existing ads.” Product browsing was previously an optional Advantage+ creative enhancement. The default for running ads now changes from off to on. When someone taps an ad, they may see an experience on Facebook or Instagram with product info and personalized suggestions.
Who is affected?
That is unclear. The notice names no ad accounts, markets, placements, formats or objectives, and the sources found no official Meta page about it. Whether Sweden is included is not stated.
What does Meta say about the effect?
Meta says businesses saw 3% more conversions on average, based on a test from 6 to 21 August 2026 with about 117,700 advertisers. The articles note that Meta does not define how conversions were measured. Treat the figure as an indication, not a guarantee.
How do you opt out?
Use the ”Opt out” button in the notice before 28 October 2026, or switch product browsing on or off per ad in the Advantage+ creative and destination settings.
What should small businesses do now?
Check Meta Ads Manager for the notice, decide whether product browsing suits your business, make sure prices, stock and links are correct, and test the feature in one campaign against another before drawing conclusions.
Sources: PPC Land, Relevant Audience, Falia. No official Meta source could confirm the notice at the time of writing.
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