Facebook Inc said on Tuesday it would continue requiring people to accept targeted ads as a condition of using its service, a stance that may help keep its business model largely intact despite a new European Union privacy law.

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Facebook Deputy Chief Privacy Officer Rob Sherman said the social network would begin seeking Europeans’ permission this week for a variety of ways Facebook uses their data, but he said that opting out of targeted marketing altogether would not be possible.

Whether you like targeted ads or not, it makes sense that Facebook is still going to require users to accept them—it’s their entire business model. The choice is simple—accept the ads or delete the app.