Meta is changing what happens when someone taps your ad. A notice sent to advertisers, reported by PPC Land on 15 October, says that "starting October 28, 2026, we'll add product browsing to your existing ads" on Facebook and Instagram. The only call to action in the notice is an "Opt out" button.
Product browsing is not new. It already existed as an optional Advantage+ creative enhancement that advertisers switched on themselves. What changes on 28 October is the default for ads that are already running: it moves from off to on, according to PPC Land and Relevant Audience, which reproduced the notice.
What the customer sees
Instead of going straight to your landing page, a tap "may" open an experience inside Facebook or Instagram with product information and personalised suggestions, in the notice's wording. MediaPost describes it as a scrollable row of the brand's product images, prices and descriptions, assembled by Meta's AI, and notes that it adds an extra step between the ad and the website.
How to keep control
- Use the "Opt out" button in the notice before 28 October. The notice does not say whether it covers one ad account or all of them, PPC Land reports.
- After 28 October, turn product browsing on or off per ad in Advantage+ Creative and Destination settings. The notice says this can be done at any time.
The notice names no markets, according to Relevant Audience, so an advertiser in Lagos, Nairobi or Johannesburg with ads running should assume it applies and look for the notice in Ads Manager. The timing is the sharpest point for anyone selling into the festive season: 28 October is about 30 days before Black Friday on 27 November.
For African brands that run Meta ads to drive WhatsApp orders or their own checkout, the practical question is whether a Meta-hosted product page helps or just delays the conversation. Nobody outside Meta knows yet, which is a reason to opt out your best-performing ads and test the feature on a few before the busy season.
