It applies to everyone. It's just a consequence of GDPR. The regulator has found, after complaints, that Facebook's handling of personal data was in breach. Anyone who does the same thing as Facebook will be in breach. It's just that so far, either nobody is doing the exact same thing, or nobody has raised a complaint yet, or they're still in the regulator's backlog.
Also, you're hearing about it because it's Facebook. If it were a small unknown company you wouldn't have heard about it.