Meta vs. Europe: AI code of conduct puts tech giants to the test

While designed to balance safety and innovation, Europe’s AI Code of Practice is facing criticism. Intended to complement the AI Act as a voluntary guide, some now fear its non-binding nature could be exploited as a loophole.

For over a year, a fierce battle raged over the document. The European Commission, positioning itself as pro-innovation, had to navigate between aggressive industry lobbying and pressure from civil society groups and MEPs, who feared the code was becoming too lenient – undermining the very AI Act it was supposed to support.

A question loomed in the background: Is it even possible to create meaningful regulation that companies adopt voluntarily – without it becoming a toothless gesture?

Zuckerberg plays hardball

Meta’s controlling shareholder Mark Zuckerberg – whose company is now valued at roughly €1.5 trillion – has made no secret of his goal. He wants to win the global AI race, even if it means clashing with European law.

Reports suggest that in a bid to build a “superintelligence” team, Meta has offered top AI talent pay packages of up to €260 million – sums that 99.996% of European companies could never match.

In the EU, Meta is fighting battles on several fronts. In June 2024, it paused its AI rollout after a wave of complaints over how it handles user data. When it resumed in April 2025 under pressure, the opt-out mechanisms for users were only minimally adjusted. The pattern held: push boundaries, avoid accountability.

Meta is also locked in a dispute with the European Commission over its controversial “pay or consent” ad model, which has already resulted in a €200 million fine and may trigger further sanctions. Ongoing investigations are probing potential violations of platform rules and alleged cooperation with sanctioned Russian publishers.

More than just technology at stake

The clash over the code is about more than just technical standards. It is a test of the EU’s entire model for regulating technology – one that tries to balance fundamental rights, the public interest, and innovation. However, it is becoming increasingly clear that these goals do not always align neatly.

Meta is not here to negotiate. It is playing for dominance. Zuckerberg’s strategy is built on political pressure, media spin, and legal loopholes. There’s even talk of appealing to Donald Trump to push the EU to soften its rules. In this narrative, EU regulations are framed as trade barriers, creating another front in a transatlantic economic war.

If Europe truly wants to lead in responsible AI, it must do more than legislate. It must enforce. Especially when the opponent is a trillion-euro giant.

Allowing global companies to openly defy codes of conduct or strong-arm regulators into compromises would undermine not just the Commission’s credibility, but the entire AI Act itself.